|Samih F.||Global Chief Intelligence Officer||WA|
Sample of Associated Brands
|Raymond V.||Chief Technology Officer||WA|
|Whitney H.||Group Vice President & Head, Data & Analytics - North America||WA|
|Mary M.||Associate Director, Social Content & Engagement Strategy||WA|
|Sue G.||Business Development Director||WA|
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Score 40 - Future Possibility: Travelocity replaces creative and media agencies, decreases media spend
After holding two separate reviews in April, Campbell Ewald.
Expedia's head of brand marketing, Laura Molnar, reported the company will be taking "a risk" in the near future as they prepare to launch a new product; she declined to give more details. Expect a campaign for this product from Proof in March 2020, likely running across TV, digital, social and experiential. The goal is to re-brand themselves as the only option in the online-travel-agency industry against brands such as TripAdvisor.
Digital display spend has decreased in the past year. According to Adbeat, Travelocity has spent $172.9k on digital display ads in the past 12 months. These ads have been placed programmatically (76%) through Google, Google Search & AppNexus or site direct (22%). Top ad destinations include travelocity.com, mapquest.com, tripadvisor.com, yellowpages.com & skyscanner.com. For the past 24 months, spend was $2.1 million, meaning the channel has seen large decreases in the last year. This money has not shifted to TV, unfortunately.
Travelocity has invested $14 million in national TV ads YTD, per iSpot. Almost $10 million of this was spent in H1, but after a spend slump in July, spend is back on the upswing this month ($4 million has been spent since July 25). However, spend usually trails off during Q3, so set your sights on Q1 2020 for potential revenue. This is a slight YOY decrease ($1.4 million) from the $15.4 million spent during the same period 2018. Keep in mind that 2018 and 2019 spend are nearly half of what what spent during FY 2017 - $30.1 million.
Kantar reports Travelocity decreased total media spend from 2017 to 2018 by 89%. Hopefully, this new campaign for 2020 will bring a rise in spending, but only time will tell.
Sellers -- Top spending periods tend to be Q1/Q2, when people tend to start to make travel plans for the year. Spend decreases with each quarter, so reach out for last minute Q3 dollars. In Q4 last year, only digital channels received funding.
Agency readers -- Since all needs are currently covered, your chances of landing work with Travelocity right now are slim. In addition to the agencies already mentioned, Orbitz, so that work is likely off the table for the time being.