CLIENT
Travelocity.com
Renee Cashion, Sr. Mktg. Production Manager
Al Comeaux, Dir. of Public Relations
Karrie Fox, Media Production Manager
Jeff Glueck, CMO
Deborah Italiano, Dir. of Advertising
Susan McLaughlin, VP- Mktg. & Merchandising
AGENCY
P. Marchington/L. Shimotakahara, Group Creative Dir.s
B. Fougere/J. Ferreira, Interactive ACD
David Baldwin, Executive Creative Dir.
David Griffith, Associate Dir. of Planning
Jennifer Hazelett, Account Supervisor
Lisa Hughes, Group Account Dir.
SUMMARY
You are entering the Winter of 2003 and things look bleak. You were once the category leader, the pioneer and the dominant brand in your industry. Now you are #2 and on your way being #3 in market share. You are weakened by a price war and your biggest rival has vowed to crush all competitors by ___spending more than anyone else can afford__. You have a great company, but no clear proprietary advantage. How do you return to brand prominence? If you are Travelocity, you invest in a creative idea that establishes your brand as an enabler for savvy consumers and, as a result, the downward brand momentum has been reversed and site visitation to-date is 208% of goal.
