Travelocity - Hello world, hello sales. How Travelocity became an overnight success

Dominic Hall and Andy Nairn

Many of the best IPA papers rightly emphasise the need to see advertising as a long-term investment. Our second joint Grand Prix winner reminds us that communications can sometimes have an almost immediate effect on growth.
Agency: Miles Calcraft Briginshaw DuffyAuthors: Dominic Hall and Andy Nairn

Travelocity – Hello World, Hello Sales. How Travelocity Became an Overnight Success

INTRODUCTION

Many of the best IPA papers rightly emphasise the need to see advertising as a long-term investment.1 But it's worth reminding ourselves that sometimes advertising's impact can be much more immediate. In certain marketplaces (typically new and dynamic), certain companies (typically ambitious and impatient for success) can find that certain advertising approaches (typically bold and unconventional) can have an almost instant effect on growth.

This paper tells of just such...

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