SOUTHLAKE, TEXAS - Recognizing a need to inform consumers about a better, less expensive way to travel, Travelocity will become the first online travel provider to break out of the confines of the 15 and 30 second spot by airing its newest TV advertising campaign via the long-form commercial format. These new back-to-back 15 minute spots will begin a six-week run starting on Monday, April 13, focusing on Travelocity's package products, which are designed to be a simple, cost-effective way to choose from a full selection of multiple trip components – like flight, hotel and car – booked in a single itinerary.
"Our research showed that customers did not fully understand the benefits and flexibility offered by booking their travel plans as a package, and we realized that we would not be able to effectively communicate these points through our traditional 15 or 30 second commercials," said Brad Wilson, vice president and general manager of Travelocity. "We know that the long-form ad is an unusual medium for a travel company, but the extended format is an ideal vehicle for informing the travelling public that there is a better, easier and less expensive way to plan their journeys."
Despite the reality that a package booking allows customers to choose from the full spectrum of air, hotel and car brands, Travelocity's research discovered that a major roadblock for customers selecting a package booking was a perceived lack of choice. To combat this misconception, Travelocity enlisted the father-son team of Dave and Connor O'Leary, seasoned travelers who were winners of "The Amazing Race" Season 24, to highlight the benefits of package booking in Travelocity's campaign.
