Orbitz lust wants to put sizzle back into vacations

With all the talk about websites and sex appeal, Orbitz today unveiled a multifaceted rebranding campaign designed to be “a rallying cry for the travel luster.”

So says Orbitz’s branding chief, Marie LaPlante, who points to a new TV campaign, and redesigns of Orbitz.com, its mobile apps and Facebook pages under the new theme and tagline, “Take vacation back.”

The previous tagline was: “When you Orbitz, you know.”

For starters, check out the new Orbitz TV commercial, created by BBDO New York, which is scheduled to air on major cable stations in the US and is supported by banner ads and a Facebook campaign.

LaPlante says the campaign is designed to capture “the spirit of the vacationer” and “the joy of travel,” all in an authentic voice” under a “take vacation back” theme.

Notice how the new bride in the commercial confides “we will honeymoon like rabbits” and the elderly lady lounging poolside vows to transform “the pool boy into a pool man.”

Authentic vacation lusters, perhaps.

The major redesign of Orbitz.com is geared to be colorful and fun, with bold images, LaPlante says.

Consider the irreverent tone on the homepage: “Packages save you moolah [i.e. money].”

Here’s a before and after of the homepage:

LaPlante says 9% of Orbitz’s hotel transactions these days come from mobile so no redesign would be complete if it didn’t include mobile, as well.

The mobile redesign fits in with the website’s move toward brighter colors and a simpler look.

Here’s a before and after look at Orbitz’s mobile presence:

Orbitz also has under way a Facebook campaign and promotion, with non-financial destination management organization support, geared to entice travelers to use all their vacation days. Plans call for a vacation countdown widget and other such hijinks.

And, speaking of hijinks, as the campaign continues over the next few months, Orbitz plans on connecting it in some undisclosed way to the US presidential election campaign.

After all, the losing candidate may be in the market for a protracted vacation.


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Dennis Schaal

About the Writer :: Dennis Schaal

Dennis Schaal was North American editor for Tnooz.



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