2009 SILVER

TRAVEL, TOURISM & DESTINATION

FILL THE PLANE

ORBITZ, ORBITZ

Meredith King, Promo. Mgr.
Jeanenne Diefendorf, Dir.-PR

GMR MARKETING

Tiffany Kurtz, Sr. Acct. Dir.
Marlon Millhouse, Acct. Super.
Bruce Florine, VP-Genl. Mgr.
Max Lenderman, Exec. Creative Dir.

15 LETTERS

Mark Rattin, Pres.-Creative Dir.
Bridgett Niekamp, Acct. Dir.

BRODEUR PARTNERS

Erica Birke, Sr. VP

ZOCALO GROUP

Michael Stern, Dir.

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. Social networks were used because they bring people together. This campaign energized consumers to invite friends to join their virtual plane for a race to the finish. The first group to fill its plane won a trip for all 300 people. The promotion broke through the clutter within the first 24 hours with buzz and consumer excitement.