WatBlog Newsletter Archive: WATBlog Update "Travelocity to Focus on Online Advertising, Sets 60% of Ad Budget for the Web" from "WATBlog.com - Web, Advertising and Technology Blog in India"

Wednesday, December 17, 2008

WATBlog Update "Travelocity to Focus on Online Advertising, Sets 60% of Ad Budget for the Web" from "WATBlog.com - Web, Advertising and Technology Blog in India"

Here are the WATBlog email updates for watblogna@gmail.com

"Travelocity to Focus on Online Advertising, Sets 60% of Ad Budget for the Web" from "WATBlog.com - Web, Advertising and Technology Blog in India"

Travelocity to Focus on Online Advertising, Sets 60% of Ad Budget for the Web

Worldwide OTA biggie Travelocity which had launched its Indian operations with Travelocity.co.in has turned the tables on the marketing media mix by setting a higher share for online ad spends. It launched a new microsite and plans to allocate 60% of its advertising spend for the site to online advertising and promotions.

Digital ad spends which usually get a fraction of traditional media budgets should get a major boost with the news. From Travelocity’s perspective it is putting its money where its mouth is and betting big on the power of online promotion which as a publisher they might have harped often themselves.

The microsite - www.explorekaro.com, is a user generated content driven site and has a contest wherein users can upload their travel photograp[hs and win prizes.

According to Himanshu Singh, managing director, Travelocity India, says, "The microsite will be the permanent property of Travelocity.co.in and it will be used as a platform on which users will generate the content."

According to the report on Afaqs.com, apart from launching the microsite, the OTA is all set to launch an integrated marketing campaign utilising TV, print, radio and online. Interactive Avenues, a digital agency, has conceptualised and created both the offline and online campaigns.

60% of this plan would be spent on online marketing efforts. Both Explorekaro and Travelocity will be promoted through search marketing and banner advertising across major portals such as Yahoo.com, Rediff.com and through email marketing.

The question that’s own my mind of course would be about social media marketing.

While it is hard to expect a generic product to shell a major share of their marketing efforts online, hopefully an effective case study as this can perhaps push the meagre 5% spends into bigger double digit figures.

Also Check Out:

WATShow.com - Our Video Show

WATJob.com - Our Job Site

WATGame.com - Our Gaming Blog

WATSearch - Our Search Engine

• Email to a friend • Article Search • Related • View comments • Track comments •

•