a 2008 campaign for Continental Airlines, to increase business travel online ticket sales. Research, run over several campaigns, suggested the best approach to online media planning which would increase standout and avoid clutter (described); a Share of Voice metric was developed.
Continental Airlines Strategic Online Optimization
BUSINESS SITUATION & CAMPAIGN OBJECTIVES
During recent years the airline industry benefited from economic globalization and emerging economies, spurring international travel and tourism. While the domestic...
