Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The effectiveness of online advertising
• How to make optimal use of pop-under ads
• How strategic alliances can help improve online advertising as well as sales
• How Orbitz improved the effectiveness of its advertising with the help of pop-under ads
• and Orbitz’s innovative strategies.

Keywords

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