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NEW YORK The Romann Group aims to get young butts in the seats of 1800cheap-
seats.com, a discount travel site that will start using music and guerilla marketing to grab 18- to 25-year-olds from big-name competitors.
“After a market begins to mature, you have to start segmenting,” said Gad Romann, CEO of the New York agency that crafted the campaign. “The younger segment that have to travel, no matter what, they always find the money.”
Sites like Orbitz, Travelocity and Expedia offer low fares and hotel rates to a very broad audience, said Romann.
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