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Orbitz
Orbitz Takes Vacation Back: Creating Brand Relevance in a Sea of Sameness

RAN IN: United States

CLIENT
Orbitz

Chris Orton - President
Marie LaPlante - Sr. Director, Brand Mktg.

AGENCY
BBDO New York *Lead Agency

David Lubars - Chairman, CCO
Jeff Mordos - COO
Dan Cohen - Creative Director, Art Director
Susan Golkin - SVP, Sr. Creative Director
Chris Potts - VP, Director of Planning
Jessica Roubadeaux - Sr. Planner
Jim Santora - EVP, Sr. Acct. Director
Jon Yasgur - Copywriter


Starcom MediaVest Group


SUMMARY

Orbitz was facing eroding share, increased competition, and an ambiguous place in the consumer mind. The time had come to declare what we stood for - to challenge the entire category that had lost sight of what really mattered to most to consumers: the Vacation. We created a campaign that extended a call to arms, inspiring Travel-Lusters to take their vacation, and take it better than ever. This effort allowed Orbitz to reconnect with their target, and it far exceeded our objectives for engagement, relevance, and social interactions.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, PR,Website Redesign

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English