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ORBITZ

Case Study: Short Codes Travel Fast

Vision

Orbitz — the online travel research, planning and booking company — wanted to increase brand loyalty and encourage consumers to think of Orbitz first when beginning to plan their next trip.

Strategy

Create added value for consumers through digital alerts. Use Orbitz-branded texts and emails to provide consumers with real-time updates on events that could impact their travel plans.

Action

Introduced OrbitzTLC Alerts through radio advertisements, generating awareness and engagement among the Orbitz target market.

Offered an Orbitz travel package discount as an incentive for customers to sample OrbitzTLC Alerts.

Provided customers with the option of receiving additional text messages from OrbitzTLC.

Results

On the first day, the campaign exceeded its expected response for both initial text requests for the promo code offer and for opting in for further Orbitz messaging. Goals were dramatically exceeded at the two-week mark.

Following the program’s success, Orbitz plans to use short codes and mobile technology for additional direct-to-consumer
marketing campaigns.

Partners 

Advertising agency: Y&R Chicago

Wireless and mobile training professionals: Sixteen30