Objectives:
- A leading online travel company wanted to test an advertising campaign that positioned the brand as not just a provider of commoditized travel, but as a company that meets the personal needs of travelers.
Methodology:
- An online survey testing a thematic video. Conducted among qualified frequent travelers sourced from a panel created by Merrill Research.
Result:
- The company selected messages/themes that resonated with respondents. Resulting ad campaigns supported by the research were used for several years and were successful in raising awareness and creating positive impressions.