Travelocity is inadvertently moving further into the world of new media following its acquisition of Lastminute, but is it prepared to embrace it? Sean Hargrave finds out
With its pound 577m purchase of Lastminute, Britain's best-known dotcom, Travelocity saw its name splashed across newspaper front pages and business sections throughout May, prior to the purchase going through in July. While there's obviously going to be a lot of change in the structure of Travelocity to incorporate Lastminute, it would appear that its approach to new media is business as usual.
Aside from a partial move into mobile, the brand is set to continue using the Web as a sales tool to which people are attracted through a personalised eCRM programme and paid-for search. Branding will remain the preserve of TV ads - the mobile and interactive TV channels that its new acquisition brings with it don't appear to be on the agenda at Travelocity.
Mobile test-flights
Although it claims to have no plans to open up a mobile sales channel or use the technology for marketing, this summer will see Travelocity launch its first mobile service. Holidaymakers will be able to send an MMS that Travelocity will turn into a postcard and deliver it to the address given. This is "perfect" for the brand, argues marketing director Charlotte Harper, because it shows how it can have fun with new media.
"Our research shows us that our core market want travel to be fun and exciting," she says. "So the idea of sending us an MMS which we turn into a postcard is something really different that we think they'll react well to. As a challenger brand, we're always looking for ways to stand out that also give added value to our customers."
While this may be an interesting debut service, those involved in the B2 ...