Travelocity voyage puts the consumer in charge

Goetzl, David
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p54
Trade Publication
This article focuses on the advertising campaign of Internet travel site Travelocity.com as of April 2000. It is a $50 million campaign to position its new, larger self as the place to take control of excursions. A TV spot, features a grandfather who journeys to see his new grandson for the first time. Travelocity allows him to decide details of his trip, such as a window seat, morning flight and full-size car. The print advertisement, meanwhile, shows a man bounding in the weeds near a beach. His ideal vacation includes an open return airline ticket, hotel with an ocean view and a rented red convertible. The campaign from the Richards Group, Dallas, also includes radio and portrays Travelocity as the site with listings of 45,000 hotels, 700 airlines and 50 car rental companies.


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