The “Take Vacation Back” advertising campaign earned a Gold Medal in the ‘Retail & E-Tail’ category at The Advertising Research Foundation’s Re:think 2013 conference
In pre-test, the winning ad boasted an 8% increase in Top Box scores for Relevance and Branding, as well as a 5% increase in Uniqueness and Enjoyment. In-market, the campaign yielded 11MM PR impressions in print and online, including coverage in the New York Times, USA Today, Forbes, and AdWeek. Facebook effectiveness also spiked – yielding 2.2MM+ impressions and nearly 92K referrals back to Orbitz.com. And, its YouTube view counts exceeded all previous commercial performance over a 2-week window.
Despite having the lowest advertising spend among the top online travel agencies in 2012, Orbitz generated an awareness level 50% higher than the category norm (36% vs 23%). Invoke is thrilled to be given the opportunity to help Orbitz select and optimize a campaign that has generated such a significant ROI.