Expedia-owned Travelocity announced the appointment of Detroit-based agency Doner as its agency of record, tasking the independent shop with re-energizing its brand amid a pent-up demand for travel and rising vaccination numbers.
The appointment follows a review in which Austin-based incumbent agency Proof Advertising chose not to participate, according to a source with knowledge of the account. Travelocity had appointed Proof Advertising as its creative agency of record in 2019.
“Doner combined data-driven strategy with a remarkable creative concept we know will resonate. With 60% of travelers saying they’re planning a post-pandemic trip within the next 9 months, we are extremely confident in this campaign and the increase in summer and fall travel it will inspire,” Travelocity head of brand marketing Laura Molnar said in a statement to AgencySpy.
“Travelocity aligns perfectly with our Modern and Main Street approach,” added Doner CEO David DeMuth. “This is an inclusive brand for everyday Americans and we bring the digital-first strategic thinking to help it succeed in the modern marketplace.”
Doner’s first work work for Travelocity is expected later this spring, ahead of the summer travel season.
Travelocity spent around $1 million on traditional advertising and $3 million on digital channels in the U.S. last year, according to data consultancy COMvergence. Unsurprisingly, that marks a sharp decrease from what the brand spent in 2019, which are likely more reflective of what to anticipate this year. In 2019, Travelocity spent an estimated $17.2 million on traditional channels in the U.S., according to COMvergence.