About this document
Orbitz Campaign: Take Vacation Back by Abde Rrahmane Yadini is a document available to read on EtoBox.
The document summarizes an integrated marketing campaign called "Take Vacation Back" launched by Orbitz to differentiate itself in the online travel agency market. Extensive research was conducted over two years involving consumer segmentation, ethnographic research, brand image focus groups, and multiple rounds of concept testing. The research revealed Orbitz lacked a distinct brand personality. The campaign
- Author
- Abde Rrahmane Yadini
- Language
- EN