Opodo ads support new positioning

Pan-European online travel company Opodo is repositioning itself in the travel market following a research and rebranding project last year.

A brand positioning campaign will break this month based on the theme of “travel inspiration”. The ads will carry the new tagline “Let the journey begin”.

The campaign will use cinema, national press, outdoor, online, radio sponsorship and London taxis. MediaCom handles the media buying.

Opodo says the campaign, created by Karmarama, ref- lects findings that showed customers wanted a more “emotional” relationship with ithe company. Previously, it says, online travel brands have concentrated more on price benefits.

The new international branding is designed to help the company take on rivals like Ebookers and Travelocity.

Isabelle Ratinaud, head of European marketing at the company, says: “We want to empathise with our customers and provide them with new experiences, interesting destinations, relevant ideas and products, and easy ways of planning and booking.”

Marketing consultancy Promise undertook the brand positioning survey last year (MW June 16, 2005). The company is also reviewing its &£3m pan-European advertising business.

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