How Travelocity targets the at-work audience
April 10, 2003 |
Travelocity has moved 30% of its offline budget online. One program they have seen great success with is IBS, a network of television station web site across the nation.
Following suit like many others, in the beginning of March, Travelocity announced it would be shifting 20% of its offline marketing budget to the Web. At the time, Jason Pruismann, Travelocity’s director of advertising and promotions, said, “we found offline wasn’t paying out the way online was. We have found that our online marketing efforts have proven to be the most successful in terms of return on investment.”
In addition, Travelocity functionality and travel specials are integrated into local TV content and brands, but delivered to a mainly at-work online audience. Tolman Geffs, CEO of IBS, says, “At work is when a lot of travel planning happens, both business and personal,” which combines with an on-air campaign in selected markets that reinforces the local Travelocity travel specials.
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