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FLIGHT NAVIGATORSuggested Public Relations Approach

Updated

December 2, 2004

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Objectives

Secure media coverage on Flight Navigator Convey Travelocity offers good flight deals Reiterate that Travelocity is an advocate for

consumers, with Flight Navigator serving as the latest example

Demonstrate Travelocity is an innovative partner for suppliers

Help drive traffic to Travelocity’s flight path

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Target Audiences

Media – consumer, travel and trade Industry analysts – travel, retail, e-commerce and technology Current and potential Travelocity members

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Media Targets Newswires, such as Reuters, Associated Press, Dow Jones National Newspapers (consumer, travel, retail), such as Wall

Street Journal, USA Today, New York Times Top 25 and Gap Cities Daily Newspapers (consumer, travel,

technology) Local “Hometown” Media (print and broadcast), such as

Dallas/Fort Worth, New York, San Francisco, San Antonio, Plains, Las Vegas, Palm Beach

Television Stations in Top 25 and Gap Cities Online Media, such as about.com, dallasnews.com Travel Trades, such as Travel Weekly, Travel Distribution Report,

Air Transport World

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PR Approach

Develop and implement a two-pronged public relations campaign surrounding Flight Navigator launch: Soft Launch/“Building the Buzz” (now until Jan. 9) Hard Launch (Jan. 10- February) See “Tactics” section for more details

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Announcement Travelocity has created the ultimate flight shopping and buying customer

and supplier experience – Flight Navigator Flight Navigator gives consumers unheard-of-until-now, insider flight

information to make more educated airfare buying decisions Tools include: number of seats left, fare notes, multiple airports,upfront seat

maps, date shuffler, alternate dates Flight Navigator gives suppliers more options for innovatively merchandising

their air products and services to travelers Highlight key research findings New Web site design

New grid display Allows consumers to choose from hundreds on outgoing and returning flights Incorporates Travelocity’s new look-and-feel throughout entire flight path

Online Travel v2 Travelocity is not just about price…It’s about value and the entire experience New view of online travel for the industry Customer advocacy messaging

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Key Messages Overall

Travelocity has created the ultimate flight shopping and buying customer and supplier experience – Flight Navigator

Travelocity continues to elevate the standard in the travel industry Flight Navigator serves as just one example of Travelocity’s new vision and direction

for the company and the industry – Online Travel v2 We believe consumers want price plus value (not just price that results from a

commoditized marketplace Flight Navigator demonstrates again Travelocity’s commitment to its “The Best Trips

Start Here” mission Consumers

Flight Navigator gives consumers unheard-of-until-now, insider flight information to make more educated airfare buying decisions

Flight Navigator provides consumers with more control in building trips that are right for them

Through Flight Navigator, Travelocity has begun to shift the customer experience from simply price to price plus value

Travelocity serves as an advocate for consumers once again through its new Flight Navigator product

Travelocity has great flight deals

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Key Messages

Suppliers Flight Navigator gives suppliers more options for innovatively

merchandising their air products and services to travelers Travelocity continues its commitment to being the suppliers’

advocate and partner yet again through its new Flight Navigator product

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Consumer Story Angles • Consumers Want Price and Value

• Research shows that consumers want a good deal, but also value (cite Forrester Research)

• Search engines only have the price, while Travelocity has it all through Flight Navigator

• Flight Navigator is a great example of Travelocity’s new vision for the company and industry – Online Travel v2

• Travelers Have More Control Through Insider Flight Information• Know More About Your Flight Choices

Choose a flight that best fits your needs and budget, with fare notes, often offering additional details on savings

• No More Guessing Games Know when your desired flight and price has three or less seats Know if the flight you want has the seat you’d prefer

• Efficiency Most Complete Flight Shopping and Buying Experience

Gives consumers unheard of information until now: seat and fare availability, flight and fare details/offers, as well as numerous options for saving money by changing airports/dates Much more efficient way to shop and buy travel and save time

• More Options to Find the Lowest Price With flexible dates, multiple airports and alternate dates, consumers now can find the best flight

deals possible

• Data• Offer Travelocity data to support need for/promote Flight Navigator, such as seat type/ availability

information or airports offering the lowest price for consumers

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Trade Story Angles

• Online Travel v2 Travelocity’s new vision and direction for the company and

industry where the idea of consumer value is more than just price

• Ultimate in Merchandising Travelocity’s new Flight Navigator gives suppliers more options

for innovatively merchandising their air products and services to travelers

• New Technology in Online Travel

• Travelocity’s new technology allows for consumers to know the number of seats that are available, when three or less; also, the ability to merchandise Travelocity and supplier deals

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Resource/Data Ideas Data

Seat Type/ Availability Information Data based on number of fare types on a flight, seats sold per

fare type, avg. price per fare type, length of availability on fare type

Airports Offering the Lowest Price for Consumers Data based on average price of flights at airports Could translate into a Top 10 list

Amy Ziff Incorporate Flight Navigator features, such as number of

seats left, into Amy’s travel tips as appropriate During TV segments and print interviews Consider developing an “Travel Tips from A to Z” column that

includes relevant Flight Navigator features

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Media Materials News Release

Send advance copy Dec. 9 to “soft launch” media (key national, trade and travel editors)

Forward to “hard launch” media (travel editors, online, TV) on Jan. 10 Distribute broadly to hundreds of national and local media outlets

(including broadcast and online media) via Business Wire Sent to targeted media and other industry analysts who have an interest

in travel/Travelocity TV News Alert

Distribute Jan. 17 The alert will be distributed broadly to hundreds of consumer reporters at

affiliates nationwide via broadcast fax B-roll

Update existing b-roll with new footage of Flight Navigator features/flight path, and develop soundbites

E-mail Tagline Promote Flight Navigator in Vollmer’s e-mail tagline

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Spokespersons Tracey Weber, primary spokesperson for major media outlets Dominique Philipp, secondary spokesperson (consumer) Simon Bramley, secondary spokesperson (trade) Al Comeaux, back-up spokesperson Joel Frey, back-up spokesperson

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Phase One Tactics: Building the Buzz (Soft Launch – now until Jan. 9)

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Industry Analysts Build buzz through industry analysts

Conduct briefings weeks of Nov. 8 and 15 with key travel analysts Encourage analysts to write briefs on Flight Navigator Goal to build buzz through Nov. 16-17 PhoCusWright conference Buzz from conference and briefs would lead to interest from media

Analysts already briefed Forrester Research: Henry Harteveldt PhoCusWright: Lorraine Sileo, Michael Cannizzaro, John Bray Jupiter Research: Diane Clarkson

Brief other analysts on the “new” way of selling travel online Beginning Nov. 29 Retail, e-commerce, technology Forrester, Jupiter, Gartner, MetaGroup, Consumer WebWatch

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Key Media Build buzz through media

National Media Wires, national daily newspapers Begin pitching national media during week of November 29 (assuming Dec. 9 initial

product launch) Conduct demo briefings

Daily Newspaper Travel Editors Pitch travel editors during week of Dec. 13 (once product initially launched and stable) For editors reached, brief them with goal for story to run when product hard launches in

January For unreachable editors, recontact again in January during hard launch

Select “Hometown” Media Pitch local newspaper journalists during week of Dec. 13 (once product initially launched

and stable) Trade Media

Pitch trade reporters during week of Dec. 13 (once product initially launched and stable) Suggest all media talk with travel analysts who are briefed for perspective

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Phase Two Tactics: Hard Launch(Jan. 10- February)

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Media• Pitch additional media outlets

• Travel Editors at Daily Newspapers Continue briefing travel writers that were unavailable during soft launch (resumes Jan.

10) Inform them that product is fully operational

• Consumer Writers at Daily Newspapers Contact consumer writers to discuss consumer advocacy tools (starts Jan. 17) Discuss Number of Seats Left, Fare Notes, Multiple Airports

• Technology Writers at Daily Newspapers (starts Jan. 24)• Update airline/transportation reporters on Travelocity’s new approach to buying flights

• Other “Hometown” Media Pitch other local media (such as TV and business journals) (starts Jan. 10)

• Online Contact online reporters about Flight Navigator and benefits of new tools for consumers

(starts Jan. 10)• Television Consumer Reporters

Contact television consumer reporters about Flight Navigator and benefits of new tools for consumers (starts Jan. 17)

Offer b-roll, if applicable

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Next Steps

Continue pitching national media Begin pitching other “soft launch” media – week of December 13 Continue briefing industry analysts Finalize “soft launch” release and develop “hard launch” release Finalize talking points Finalize consumer and trade media PowerPoint presentations Develop b-roll Communicate frequently about product launch timing/updates