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The online travel site category has matured since the first dot.com bubble went bust, with new players such as airlines, hotels and credit card companies taking pieces of the action. As a result, the pioneer brands such as Orbitz, Priceline and Expedia led the charge in seeking new solutions in ’06. “Now they’ve got to differentiate somehow,” said Saatchi & Saatchi New York CEO Mary Baglivo. Delta Air Lines was the only other major account to go into review.
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