Mini Case Code : CLIM039
Publication date : 2005
Subject : International Marketing
Industry : Online Travel Agency
Length : 04 Pages
Price : Rs. 100
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Orbitz Inc. (Orbitz), online travel agencies, Pop-under ads, online advertising, brand recognition, game ads, brand name, Banners, brand building exercise, marketing strategy, promotional messages, strategic relationships, strategic partners, joint offers
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The caselet explains the successful online advertising strategies adopted by Orbitz Inc. (Orbitz), a hugely popular online travel site. Orbitz's popularity is largely credited to its innovative online advertising. The caselet describes the interesting ways in which the company used pop-under ads and takes a look at the innovative strategies undertaken by Otherwise Inc, the company's advertising agency, to improve the effectiveness of Orbitz's online advertising.
On December 17, 2003, Orbitz became a publicly traded company. In August 2003, the Chicago-based company was voted as the ‘Number One Travel Site’ by Forbes magazine...
Questions for Discussion:
1. Discuss the various online advertising strategies adopted by Orbitz to attract consumers.
2. 'Pop-under ads cause much annoyance to the consumers as they keep appearing on a browser's window.' Despite this fact how did Orbitz manage to achieve success with pop-under ads?