Orbitz Puts Users in the ‘Know’

Orbitz has unveiled is first major ad push from Omnicom’s BBDO since hiring the agency in March as its lead creative partner.
The campaign is tagged “When you Orbitz, you know,” and humorously focuses on the wealth of information the online travel service provides to customers about hotel rooms and destinations.

The first spot of the campaign has a Monty Python feel, with a white-garbed traveler pratfalling around a hotel pool and lobby, glad he knew what to expect on his trip thanks to Orbitz.
That commercial starts airing today, mainly on cable TV venues like CNN, ESPN and Bravo, while print iterations will run in national travel-oriented magazines.
Orbitz’s marketing situation has been in flux of late on numerous fronts. The company tapped BBDO following a review; creative had previously been at independent Trailer Park. Buying chores, handled by the MediaHub unit of IPG’s Mullen, are currently in play, with a decision expected soon.
As the month began, Orbitz tapped eBay veteran Chris Orton as CMO.
Orbitz suffered a 15 percent dip in revenue to $738 million in 2009, compared to the previous year. Over the same stretch, the company lost $337 million, about $38 million more than it lost in ’08. That performance is associated with the removal of booking fees for air travel and reduced hotel fees.
The client spent $40 million on ads last year, down $20 million from its ’08 paid-media expenditure, per Nielsen.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.