Travelocity.co.uk - Hello world, hello sales: how Travelocity became an overnight success

This 2004-05 campaign for Travelocity.co.uk, the on-line travel agent, had the objectives of: increasing salience (important in this market) by increasing Travelocity's share of voice; creating brand differentiation; and achieving immediate higher rates of consideration, sales and market share.
Agency: Miles Calcraft Briginshaw DuffyAuthors: Dominic Hall and Andy Nairn

Travelocity.co.uk – 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...