NEW YORK Travelocity intends to shift 20 percent of this year's offline marketing budget to the Internet, said Jason Pruismann, director of advertising and promotions at the online travel company.
After conducting an econometrics study, "we found offline wasn't paying out the way online was," said Pruismann. "We have found that our online marketing efforts have proven to be the most successful in terms of return on investment." He declined to say what proportions of Travelocity's marketing dollars are spent online versus offline.
The next retail-oriented online campaign, due to launch in late summer, will focus on the deals available on Travelocity, said Pruismann. The Fort Worth, Texas-based company is considering a mix of skyscrapers, banners, search engine placements as well as Oddcast and Unicast rich media formats.
Travelocity's most recent online and offline effort centered on how the service helps travelers of all types, from the average person visiting family and friends to the extravagant traveler who wants the top-of-the-line experience. The client's interactive shop is Click Here, a subsidiary of Travelocity general ad agency, The Richards Group in Dallas.
Banners, skyscrapers and Unicast's between-page Superstitial unit ran on sites like Accuweather, Away.com, Travel Channel and Yahoo! Travel from November 2002 through February 2003. A post-exposure effectiveness study revealed that the Superstitial ads delivered an 18 percent lift in brand awareness and a 37 percent increase in purchase intent from the core target audience, Click Here reported.