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FLIGHT NAVIGATOR Suggested Public Relations Approach. Updated December 2, 2004. Objectives. Secure media coverage on Flight Navigator Convey Travelocity offers good flight deals Reiterate that Travelocity is an advocate for consumers, with Flight Navigator serving as the latest example

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FLIGHT NAVIGATOR

Suggested Public Relations Approach

Updated

December 2, 2004

objectives
Objectives
  • Secure media coverage on Flight Navigator
  • Convey Travelocity offers good flight deals
  • Reiterate that Travelocity is an advocate for consumers, with Flight Navigator serving as the latest example
  • Demonstrate Travelocity is an innovative partner for suppliers
  • Help drive traffic to Travelocity’s flight path
target audiences
Target Audiences
  • Media – consumer, travel and trade
  • Industry analysts – travel, retail, e-commerce and technology
  • Current and potential Travelocity members
media targets
Media Targets
  • Newswires, such as Reuters, Associated Press, Dow Jones
  • National Newspapers (consumer, travel, retail), such as Wall Street Journal, USA Today, New York Times
  • Top 25 and Gap Cities Daily Newspapers (consumer, travel, technology)
  • Local “Hometown” Media (print and broadcast), such as Dallas/Fort Worth, New York, San Francisco, San Antonio, Plains, Las Vegas, Palm Beach
  • Television Stations in Top 25 and Gap Cities
  • Online Media, such as about.com, dallasnews.com
  • Travel Trades, such as Travel Weekly, Travel Distribution Report, Air Transport World
pr approach
PR Approach
  • Develop and implement a two-pronged public relations campaign surrounding Flight Navigator launch:
    • Soft Launch/“Building the Buzz” (now until Jan. 9)
    • Hard Launch (Jan. 10- February)
    • See “Tactics” section for more details
announcement
Announcement
  • Travelocity has created the ultimate flight shopping and buying customer and supplier experience – Flight Navigator
  • Flight Navigator gives consumers unheard-of-until-now, insider flight information to make more educated airfare buying decisions
    • Tools include: number of seats left, fare notes, multiple airports,upfront seat maps, date shuffler, alternate dates
  • Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers
  • Highlight key research findings
  • New Web site design
    • New grid display
    • Allows consumers to choose from hundreds on outgoing and returning flights
    • Incorporates Travelocity’s new look-and-feel throughout entire flight path
  • Online Travel v2
    • Travelocity is not just about price…It’s about value and the entire experience
    • New view of online travel for the industry
    • Customer advocacy messaging
key messages
Key Messages
  • Overall
    • Travelocity has created the ultimate flight shopping and buying customer and supplier experience – Flight Navigator
    • Travelocity continues to elevate the standard in the travel industry
    • Flight Navigator serves as just one example of Travelocity’s new vision and direction for the company and the industry – Online Travel v2
      • We believe consumers want price plus value (not just price that results from a commoditized marketplace
    • Flight Navigator demonstrates again Travelocity’s commitment to its “The Best Trips Start Here” mission
  • Consumers
    • Flight Navigator gives consumers unheard-of-until-now, insider flight information to make more educated airfare buying decisions
    • Flight Navigator provides consumers with more control in building trips that are right for them
    • Through Flight Navigator, Travelocity has begun to shift the customer experience from simply price to price plus value
    • Travelocity serves as an advocate for consumers once again through its new Flight Navigator product
    • Travelocity has great flight deals
key messages1
Key Messages
  • Suppliers
    • Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers
    • Travelocity continues its commitment to being the suppliers’ advocate and partner yet again through its new Flight Navigator product
consumer story angles
Consumer Story Angles
  • Consumers Want Price and Value
    • Research shows that consumers want a good deal, but also value (cite Forrester Research)
    • Search engines only have the price, while Travelocity has it all through Flight Navigator
    • Flight Navigator is a great example of Travelocity’s new vision for the company and industry – Online Travelv2
  • Travelers Have More Control Through Insider Flight Information
    • Know More About Your Flight Choices
      • Choose a flight that best fits your needs and budget, with fare notes, often offering additional details on savings
  • No More Guessing Games
    • Know when your desired flight and price has three or less seats
    • Know if the flight you want has the seat you’d prefer
  • Efficiency
    • Most Complete Flight Shopping and Buying Experience
      • Gives consumers unheard of information until now: seat and fare availability, flight and fare details/offers, as well as numerous options for saving money by changing airports/dates
        • Much more efficient way to shop and buy travel and save time
  • More Options to Find the Lowest Price
    • With flexible dates, multiple airports and alternate dates, consumers now can find the best flight deals possible
  • Data
    • Offer Travelocity data to support need for/promote Flight Navigator, such as seat type/ availability information or airports offering the lowest price for consumers
trade story angles
Trade Story Angles
  • Online Travel v2
    • Travelocity’s new vision and direction for the company and industry where the idea of consumer value is more than just price
  • Ultimate in Merchandising
    • Travelocity’s new Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers
  • New Technology in Online Travel
    • Travelocity’s new technology allows for consumers to know the number of seats that are available, when three or less; also, the ability to merchandise Travelocity and supplier deals
resource data ideas
Resource/Data Ideas
  • Data
    • Seat Type/ Availability Information
      • Data based on number of fare types on a flight, seats sold per fare type, avg. price per fare type, length of availability on fare type
    • Airports Offering the Lowest Price for Consumers
      • Data based on average price of flights at airports
      • Could translate into a Top 10 list
  • Amy Ziff
    • Incorporate Flight Navigator features, such as number of seats left, into Amy’s travel tips as appropriate
      • During TV segments and print interviews
      • Consider developing an “Travel Tips from A to Z” column that includes relevant Flight Navigator features
media materials
Media Materials
  • News Release
    • Send advance copy Dec. 9 to “soft launch” media (key national, trade and travel editors)
    • Forward to “hard launch” media (travel editors, online, TV) on Jan. 10
    • Distribute broadly to hundreds of national and local media outlets (including broadcast and online media) via Business Wire
    • Sent to targeted media and other industry analysts who have an interest in travel/Travelocity
  • TV News Alert
    • Distribute Jan. 17
    • The alert will be distributed broadly to hundreds of consumer reporters at affiliates nationwide via broadcast fax
  • B-roll
    • Update existing b-roll with new footage of Flight Navigator features/flight path, and develop soundbites
  • E-mail Tagline
    • Promote Flight Navigator in Vollmer’s e-mail tagline
spokespersons
Spokespersons
  • Tracey Weber, primary spokesperson for major media outlets
  • Dominique Philipp, secondary spokesperson (consumer)
  • Simon Bramley, secondary spokesperson (trade)
  • Al Comeaux, back-up spokesperson
  • Joel Frey, back-up spokesperson
industry analysts
Industry Analysts
  • Build buzz through industry analysts
    • Conduct briefings weeks of Nov. 8 and 15 with key travel analysts
    • Encourage analysts to write briefs on Flight Navigator
    • Goal to build buzz through Nov. 16-17 PhoCusWright conference
    • Buzz from conference and briefs would lead to interest from media
  • Analysts already briefed
    • Forrester Research: Henry Harteveldt
    • PhoCusWright: Lorraine Sileo, Michael Cannizzaro, John Bray
    • Jupiter Research: Diane Clarkson
  • Brief other analysts on the “new” way of selling travel online
    • Beginning Nov. 29
    • Retail, e-commerce, technology
    • Forrester, Jupiter, Gartner, MetaGroup, Consumer WebWatch
key media
Key Media
  • Build buzz through media
    • National Media
      • Wires, national daily newspapers
      • Begin pitching national media during week of November 29 (assuming Dec. 9 initial product launch)
      • Conduct demo briefings
    • Daily Newspaper Travel Editors
      • Pitch travel editors during week of Dec. 13 (once product initially launched and stable)
      • For editors reached, brief them with goal for story to run when product hard launches in January
      • For unreachable editors, recontact again in January during hard launch
    • Select “Hometown” Media
      • Pitch local newspaper journalists during week of Dec. 13 (once product initially launched and stable)
    • Trade Media
      • Pitch trade reporters during week of Dec. 13 (once product initially launched and stable)
    • Suggest all media talk with travel analysts who are briefed for perspective
media
Media
  • Pitch additional media outlets
    • Travel Editors at Daily Newspapers
      • Continue briefing travel writers that were unavailable during soft launch (resumes Jan. 10)
      • Inform them that product is fully operational
    • Consumer Writers at Daily Newspapers
      • Contact consumer writers to discuss consumer advocacy tools (starts Jan. 17)
      • Discuss Number of Seats Left, Fare Notes, Multiple Airports
    • Technology Writers at Daily Newspapers (starts Jan. 24)
      • Update airline/transportation reporters on Travelocity’s new approach to buying flights
    • Other “Hometown” Media
      • Pitch other local media (such as TV and business journals) (starts Jan. 10)
    • Online
      • Contact online reporters about Flight Navigator and benefits of new tools for consumers (starts Jan. 10)
    • Television Consumer Reporters
      • Contact television consumer reporters about Flight Navigator and benefits of new tools for consumers (starts Jan. 17)
      • Offer b-roll, if applicable
next steps
Next Steps
  • Continue pitching national media
  • Begin pitching other “soft launch” media – week of December 13
  • Continue briefing industry analysts
  • Finalize “soft launch” release and develop “hard launch” release
  • Finalize talking points
  • Finalize consumer and trade media PowerPoint presentations
  • Develop b-roll
  • Communicate frequently about product launch timing/updates