Case Study: Orbitz
PROBLEM
After a successful launch in May, 2001, the tragedy of September 11th took a huge toll on Orbitz. They turned to Fusion with a creative crisis—the need to be on both TV and in print on a tight budget or risk being lost in the recession.
SOLUTION
Based on research we initiated and conducted, we were able to determine that people were not yet completely comfortable with the idea of booking travel online—they were concerned the process would be too complex. We set out to convince them that travel could still be glamorous and that Orbitz made booking your trip simple and enjoyable.
RESULT
During a period in which their better funded competitors’ awareness remained flat, Orbitz watched theirs increase by as much as 80%. Gross bookings jumped 60% and today Orbitz is one of the largest online travel companies worldwide.