Continental Airlines - strategic online optimization

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


During recent years the airline industry benefited from economic globalization and emerging economies, spurring international travel and tourism. While the domestic markets matured, travel between the U.S. and foreign countries continued to grow. Continental Airlines, like other airlines, fought to increase market share by driving online ticket sales.

Since many airline bookings occurred online, online advertising is a natural environment for airline advertisers. This created a cluttered environment in which Continental Airlines faced the problem of standing out. While consumers were bombarded with more ads than they could retain, Continental...

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