Orbitz is a leading online travel agency. Since launching in 2001, Orbitz has become one of the largest online travel sites in North America and has received many awards for customer satisfaction.
The launch of Orbitz in 2001 was a high-stakes venture for three reasons: 1) travel is the largest category on the web, 2) the airlines were pumping in significant investment to create the company, and 3) Orbitz was entering the market five-years later than established competitors.
Orbitz needed to ensure it had a market entry strategy that would build rapid brand awareness and a differentiated customer experience.
A launch marketing plan was developed that included three key components:
Breakthrough advertising that demonstrated superiority in delivering the most important consumer benefit in the category - the most low fares;
A user experience on the website that was consumer-tested to be far preferred to those of competitors;
A winning customer care program that quickly built consumer confidence and differentiated Orbitz' service offering.
Within 90 days after launch, Orbitz sold $320 million of travel and became a formidable competitor to Expedia and Travelocity.
Orbitz is considered to be the most successful launch in the history of the Internet, with more visitors drawn to the site during its introduction than any other in history.