Orbitz launched a new cable television branding campaign to push its hotel business, with the tag line, "When You Orbitz, You Know."
Here's the video, which is pretty funny:
The campaign, which begins on cable channels such as CNN, ESPN and Bravo, and will expand to print in Travel & Leisure, Condé Nast Traveler, Bon Appétit and Food and Wine, emphasizes Orbitz Hotel Price Assurance, hotel reviews and Google Maps Street View.
Orbitz was reluctant to disclose the precise dimensions of the campaign, which was developed in partnership with BBDO New York.
"We don’t disclose our marketing budgets, but you can guess with a new campaign of this magnitude that it will get the appropriate attention by the company as we continue our quest to build our hotel distribution business," says Orbitz spokesman Brian Hoyt.
Founded by airlines in 2001, Orbitz is now "airline-free," Hoyt says, and putting its focus on hotels and vacation packages.