IPA Effectiveness Awards 2005: Gold Award - Grand Prix and Best Idea Sponsored by Thinkbox

TRAVELOCITY.CO.UK Campaign: Hello world Client: Travelocity.co.uk Agency: Miles Calcraft Briginshaw Duffy Principal authors: Dominic Hall, Andy Nairn Media used: TV, print, outdoor, PR, radio, ambient, viral, press

CASE SUMMARY

Travelocity.co.uk started 2004 as a little-known brand, overshadowed by its higher-spending rivals. But the company saw an opportunity to differentiate itself by targeting regular online travellers, who had been neglected.

Travelocity was able to corner the market by stressing its own expertise and by using the ultimate travel aficionado, Alan Whicker, to convey this position.

After 15 months, Travelocity had raised awareness of its brand by 54 per cent, increased the number of site visits by 123 per cent, boosted sales by 135 per cent and increased its market share by 44 per cent. All with the lowest acquisition cost and a return on investment of £5.60 for every £1 spent.

This paper demonstrates that you do not always need to wait to reap the rewards of your communications investment.

JUDGE'S VIEW

"The essence of the Travelocity story is the power of marketing to create a famous personality for a brand. In this case, it was managed at speed and with tremendous results. The choice of Alan Whicker as a spokesperson stemmed from his worldliness. However, the self-deprecating character he adopted in the campaign helped broaden his appeal to younger audiences.

"Television was an important springboard for the campaign yet the integration of the style and substance of the message across a range of communication channels was most impressive. This ensured the campaign really brought the brand to life."

- Justin Sampson, director of customer relationship marketing, ITV Sales, and chairman of Thinkbox.