Travelocity
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......
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Approximate Word Count: 4100
Approximate Pages: 17 (250 words per double-spaced page)
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