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Case Study

The Cosmopolitan of Las Vegas, a casino and resort, got customers to book directly rather than with online travel agents by creating a chatbot for mobile.

News

DETROIT/LONDON: Brands often have a sense of what they want to stand for but fail at executing on that – which is where an ability to turn customer experience journey maps into action can pay dividends, according to two industry figures.

Article

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.

Article

This article previews a series of articles about how marketers can make sense of the complexity of touchpoints and channels to create better customer journeys.

Case Study

This case study describes how the Philippines built a tourism brand based on fun to increase tourism.

Case Study

This case study demonstrates how the Philippines Department of Tourism revitalized the country's tourism industry through a multi-faceted promotional campaign and using Filipinos as co-creators and as a media channel.

Case Study

This case study describes how Airbnb, a peer-to-peer online homestay network, increased brand awareness by attacking the stigma of staying in a stranger's home with its Never a Stranger campaign.

News

SAN FRANCISCO: Orbitz, the travel website, successfully engaged customers and boosted the amount of hotel bookings made through its service by building a loyalty program which is easier to understand than many rival offerings.

Article

This event report explores how Orbitz, the travel website, successfully launched a loyalty program based around the idea of a special currency called "Orbucks".

Case Study

This case study explains how Priceline, the online travel agent, brought its brand promise to get the best deal possible for its customer to life and increased sales in the US.

Case Study

This case study describes how North American online travel agency Travelocity used social engagement and people's fascination with sharks to compensate for relatively declining media spend.

Case Study

This case study describes how Expedia, the online travel agency (OLTA), used an emotional position to differentiate itself from other agencies in the US.

News

NEW YORK: Brands should be wary of using characters and mascots to humanise online recommendation systems, especially if they draw on potentially "sensitive" information about consumers, a study has suggested.

Article

This event report describes how Barclaycard, the credit card brand, launched a new travel rewards product in the US.

Research Paper

With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.

Research Paper

Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.

Case Study

This low-budget campaign promoted JetBlue Getaways, a product from JetBlue, a US airline, that offered packaged holiday services like car hire and hotel booking.

Case Study

When JetBlue, a US airline, relaunched its JetBlue Getaways package vacations, it created a live online game show to raise awareness, differentiate itself from competitors and give consumers a break from the typical stresses of booking holidays online.

Case Study

Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market.

Opinion

The Academy Awards are considered to be one of the biggest entertainment draws of the year, sometimes called the "Super Bowl for Women." True, female ratings have been down.

Article

Mat Morrison from Starcom MediaVest presented on the value of fans at the Warc Social Media: Beyond the Hype conference, held in London in 2011.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Case Study

Discussion of a campaign from KAYAK.com, a travel portal incorporating a search engine. The campaign aimed to raise awareness of the site and boost customer loyalty by differentiating the brand from its rivals.

Article

This briefing offers an overview of the history, theories and key trends related to Product Placement.

Case Study

Thetrainline.com faced declining sales growth. To reverse this trend they identified those people responsible for the 81% of train tickets bought at the station on the day.