Your Celebration Story

CLIENT:

Orbitz (http://www.orbitz.com) is a leading online travel company that enables travelers to search for and purchase a broad array of travel products, including airline tickets, hotel rooms, rental cars, cruises and vacation packages. Orbitz has become one of the largest online travel sites in the world based on gross travel bookings. On Orbitz, consumers can search more than 80,000 suppliers worldwide including airlines, hotels and car rental companies.

BACKGROUND:

Orbitz wanted to drive awareness of the Disney Park Vacations and Cruise Travel section of its site and also attract new qualified traffic to ultimately increase transactions. Orbitz partnered with Disney to integrate with the Disney "What Will You Celebrate?" promotion.

THE SOLUTION:

15 letters teamed up with Orbitz's promotional agency of record to create a unique user-experience to allow users to select the Disney Park vacation of their dreams - and then win it instantly. Visitors to the site were asked to create their own personal Celebration Story in four easy steps - all in the setting of a virtual pop-up story book. As part of their story, users got to choose among special VIP experiences - that typically aren't accessible to everyday park guests - to make their celebration even more special.

After creating their story, users were asked to register to find out immediately if they won the vacation they personally created. Other instant prizes included a 4-night vacation to Disneyland or Walt Disney World, and airfare for two. Participants were also offered a special promotion code for a discount off of Disney Vacations on Orbitz. Users could also send their personal Celebration Story to a friend.

15 letters executed the project from start to finish, including online look and feel, user experience design, 3D environmental art, copywriting, plus middleware and back-end development. In addition to the creative solution, we also developed tools for delivering opt-in data to Orbitz and the promotional partners, and created a small system so the promotions firm could handle fulfilling instant win prizes in real time.

SUCCESS METRICS

Visitation

How many visits the site receives in terms of both unique & repeat.

Time Spent

Tracks how much time users are spending with the application.

Viral

Tracks how many users share the website with others through the Tell-A-Friend and Send Your Story to a Friend features as well as tracks visits back from those messages.

Clicks and Conversions

Of course we also track the numbers of clicks to learn more about the use of the promo code coupon recommended as well as the number of actual bookings tracked from the microsite.