Travelocity.com Expands Marketing Deals

Travel site Travelocity.com will be the exclusive online marketing partner for JetBlue Airways, through a partnership that continues a string of promotional efforts.

As a result of the new agreement, Fort Worth, Texas-based Travelocity will be the only Web site (other than its own) to offer JetBlue fares online, and will promote the offerings with advertising, special promotions and email campaigns. JetBlue, which has followed in the footsteps of Southwest Airlines, is an upstart discount airline that began operations in February 2000, starting with short-haul flights out of New York’s JFK airport, and boasting of big plans to expand.

Tim Claydon, vice president of sales and distribution at New York-based JetBlue, said the effort would boost visibility for the carrier and its newest destinations.

“We’ve selected Travelocity.com as our exclusive online marketing partner because of the company’s outstanding customer service and ability to offer us a highly effective and cost efficient way to build awareness of the JetBlue brand online,” Claydon said. “As JetBlue continues its expansion of services, Travelocity.com’s unique targeting abilities will play an important role in marketing our new focus cities.”

Separately on Thursday, Travelocity announced that it expanded its existing partnership with Mandalay Resort Group, in which the site markets and promotes travel packages including Mandalay’s hotels.

The revamped marketing program on Travelocity.com features increased visibility for the hotel brands through sweepstakes and promotions, sponsored site areas and email messages, and custom integration with Las Vegas-related content on the site.

Mandalay said that its renewal of the one-year agreement stems from its success seeing a more than 200 percent increase in bookings for its Nevada hotels, compared to the 3-month average prior to the partnership. At the same time, the average room rate for Mandalay’s hotels increased during the effort, the company said.

“We are pleased that Mandalay Resort Group is expanding its digital marketing initiatives with Travelocity.com,” said Chris McAndrews, who is senior vice president of leisure travel and media for Travelocity.com. “We have built a successful relationship that makes the most of the combined strengths of our leading travel brands, and this new agreement points the way to bigger and better things for Travelocity.com members and for Mandalay Resort Group.”

The news is the latest in Travelocity’s efforts to ramp up its marketing for clients. Last week, the company worked with American Airlines to promote one-day discount fares available through its site and on Yahoo Travel, for which it provides back-end technology.

During that promotion, the special pricing attracted a four-fold increase in American Airlines sales, and an overall average dollar sales spike of 71 percent at Travelocity.

And earlier this month, the site began offering special promotions on hotel accommodations and rental cars, in conjunction with Hotel Reservations Network and Dollar Rent-A-Car.

“Travelocity.com’s clients experience the best of an integrated online marketing strategy, including planning, execution and analysis to realize benefits that have a positive impact on their business,” McAndrews said.

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