Travelocity: How far am I from sharks right now?
Kevin Murray & Laura Suchoski
Campaign details
Brand owner: ExpediaLead agency: McKinneyBrand: TravelocityCountry: United StatesIndustry: Airlines, Destination countries, regions, cities, Hotels, Rail, bus, coach, boat services, car rental, Travel agents, tour operatorsChannels used: Internet - microsites, Social media Media budget: Up to 500k
Executive summary
This case study describes how North American online travel agency Travelocity used social engagement and people's fascination with sharks to compensate for relatively declining media spend.
Historically, Travelocity had turned heads with a...