Internet travel agent Travelocity has launched a massive $40 million (€43m; £27m) US ad campaign in a bid to shore up its faltering market share.
The firm claimed 35% of all American online travel sales in 2000, but this fell to 24% in the first quarter of 2002. Over the same period, rival Expedia boosted its share from 25% to 33%.
Running on TV, cable, newspapers, magazines, radio and online, the campaign is designed to highlight Travelocity’s planning and purchasing tools. Created by the Richards Group in Dallas, it uses the tagline ‘Travelocity can’.
The budget for the year-long campaign is just under the client’s total 2001 adspend of $43.8m.
Data sourced from: New York Times; additional content by WARC staff