Competitive Analysis
Transcript: Currently, Orbitz is using a thin Caucasian man as their spokesperson for their tv ads. They use mild humor by presenting him as a “know-it all” type of man. He lets the audience know how and when things happen in hotels. After this, the audience gets a brief explanation on how Orbitz will be the same, transparent. It will also give you money back if a different guest books for less. For their new mobile app and website, they use a well-known cartoon character, Snoopy. There are various print ads where Snoopy is seen around the world traveling thanks to Orbitz. In the example we provide, Snoopy is on the Eifel tower insinuating that no matter what you are looking for, they have it and understand your needs. As a company within the travel industry, it is challenging to differentiate amongst competitors with price. Once one or two travel companies drop their prices, the rest will have to follow in order to stay in the market. Therefore, lowering prices is not the strongest way for AAA to gain market share. However, AAA should consider their competitors prices and not exceed them significantly. We highly recommend that AAA create a person/character for consumers to engage with. This character will guide consumers into the digital world built by AAA by encouraging interaction between AAA and their clients. By doing this, strong relationships will grow and AAA travelers will stay committed to their service. Orbitz and Travelocity December 2010~2011 Objectives 50% are female (104i) 63% are age 35+ (132i) 48% have an annual household income of over $75,000 (136i) 36% graduated with a college degree (134i) 50% have made a hotel reservation Purchasers of family vacations, romantic getaways, guided tours, crusises, etc. Adults 25-60 single/married with children X FSI After advertising was reviewed for Travelocity we found that the Benefit/Takeaway for the majority of the ads on-line were similar. The message is “Save up to X amount of money on your next flight or hotel”. However, TV ads and Ads on YouTube were somewhat different. The messages focused on the experience and savings that one can have when you book with Travelocity. Benefit/Takeaway Target Audience Online Travelocity.com Facebook page of Travelocity Prettycreative.com/Travelocity.htm Orbitz Travel channel on Youtube Orbitz.com & Facebook fan page for Orbitz Travel Media Vehicles Used: December 2010-2011 Benefit/Takeaway Learning's for AAA Travel X Amber Chaput Lin Lai Mari Perez Rebecca Hanson Susana Escamilla Time Frame Orbitz Creative Strategy For Travelocity some of the support points are, “Book early for Great Rates” and “Save 45% off on Hotels and Packages.” TV Conclusion Travelocity Executional Observations Competitive Creative Advertising Analysis Travelocity uses: 30 and: 15 second spots on Television and YouTube. Travelocity also uses a talent to promote each ad. For instance, Travelocity uses a gnome to add humor and fun to their promotions. Each ad shows the experience that one can have when they book their trip with Travelocity. For example, there is an ad where a couple is hugging and laughing in front of the Eiffel Tower in France. There is also a TV ad where a family is in the Caribbean and the wife exclaims it is the best vacation she’s ever had with her family. (cc) photo by jimmyharris on Flickr Both Travelocity and Orbitz utilize TV and online vehicles while Travelocity also has print ads. It seems that both companies have a specific character to represent their brand (the gnome and Snoopy). Having these characters is a great way for them to build long-lasting relationships with their clients along with opportunities to use humor to attract travelers given the current economic situation. Orbitz Executional Observations Some of Orbitz’s support points are, “50% more saving using your mobile phone” and “helping avoid any potential problems so there are no surprises on the trip”. Sources Travelocity Creative Strategy X Support Points Determine the weakness and strengths of the competitor’s creative advertising within our market. Develop strategical implications to prevent competition from entering our market. X Travel Competitors Reviewed December 16, 2011 Support Points Currently, TV ads seem to focus on getting people travel deals by letting them know exactly what they are getting and what to expect. They also emphasized that if another customer booked the same hotel for less, they would get the difference back. This December, Orbitz introduced the new mobile website that is called “mobile steals” which offers customers up to 50% more savings if they use their mobile website or app. Since the number of people who book travel deals via mobile phones is low, this would be an excellent opportunity to test new apps like this one. (cc) photo by Metro Centric on Flickr Print Target Audience X Orbitz’s Audience include: (source- orbitz.com & comScore, Average June '10-June '11)
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