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 Background
Five airlines - American, Continental, Delta, Northwest and United - came together to fulfill a mission: Develop a travel website that would serve people better. Orbitz offers leisure and business travelers a wide selection of low airfares, as well as deals on lodging, car rentals, cruises, vacation packages and other travel. Today Orbitz is a wholly-owned subsidiary of Cendant Corporation and part of Cendant Travel Distribution Services. Intercept helped Orbitz enter the online travel marketplace and become one of the most recognized online travel brands. Objectives
Target Audience
Strategy
Although competitors Expedia and Travelocity had a four-year head start, Orbitz gained instant credibility and exposure by launching a broad based consumer campaign. This campaign detailed the Orbitz difference while highlighting sample fare sales. After the consumer launch, the strategy focused on reducing customer acquisition costs. Orbitz began focusing its efforts on larger and more targeted ad placements to implement the Orbot flight search tool. This tool allowed users the ability to begin travel search while at the site they were visiting. Results
"Orbitz succeeded in bringing very high levels of traffic in June – the month the company officially launched. Traffic to the site has grown faster than any major e-commerce launch we've seen during the past two years." Lisa Strand, Director and Chief Analyst, E-Commerce at NetRatings "Orbitz launched in June and said that since then more than 2.8 million consumers have registered to use the service and made purchases of more than $500 million." Internet.com "Research released by Nielsen//NetRatings has shown that traffic to Orbitz rose 72% between September and January, while traffic to Travelocity was up 43 percent in the same period, and visits to Expedia were up 14%." Nua Internet Surveys Client Feedback
"Intercept Interactive has been an instrumental partner in the growth and success of Orbitz. Their team is extremely knowledgeable, professional, and 100% focused on delivering results. Intercept stands out from other agencies because of their unique understanding of both the travel industry and the Internet. They have managed a significant portion of our online media dollars and have been extremely effective in meeting our objectives. Intercept has also provided assistance in attracting advertisers to Orbitz. The services they provide go well beyond the typical agency or media partner. Intercept offers unparalleled strategic vision, market insight and campaign execution I have come to rely upon." Mike Stein, Vice President, E-marketing Partnerships Orbitz, LLC < Back to Case Studies |
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