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Kayak Brand Brief

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This brand brief was presented to the communication strategist and creative team in Fall 2008 at the VCU Brandcenter in Richmond, VA.

Published in: Travel, Technology, Business
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Kayak Brand Brief

  1. 1. Nerissa Marbury, PMP for Ben Alter, J.D. Humphries and Tristan Smith
  2. 2. The Travel Industry Heightened Need For Information Financial & Emotional Investment Time: Scarce Commodity Simplest Trip = Array of Options Bridge Gap between Expectations & Experience
  3. 3. Advertising Landscape
  4. 4. The Travel Product No Diverse Pre-Test Intangible
  5. 5. Kayak.com quot;We created the site to meet the needs of today's consumers who are frustrated by having to search multiple sites to find the best deal.” www.kayak.com
  6. 6. Search Engine No Hidden Agenda No Selling 100 Travel Sites Real Time Availability Real Time Prices
  7. 7. Avoid Service Fees Incentive Benefit
  8. 8. The C-Suite Terry Jones Chairman of the Board, Kayak.com Travelocity Steve Hafner Paul English Co-Founder & CEO, Kayak.com Co-Founder & CTO, Kayak.com Orbitz, Inc. Intuit Gregory E. Slyngstad Board Director, Kayak.com Expedia, Inc.
  9. 9. How Kayak Makes Money 12% - 17% 8% 10%
  10. 10. How Kayak Makes Money Targeted Marketing City Dates Length of Stay Airline or Hotel Brand
  11. 11. How Kayak Makes Money Click-Through Rates 6X Higher than untargeted placements
  12. 12. How Kayak Makes Money Revenue* $85 Million * December 2007
  13. 13. Affiliates
  14. 14. Competitors Travel Search Engines
  15. 15. Competitive Comparison Unique Visitors YOY% Kayak 4.1M Kayak 9% Mobissimo 294K Mobissimo 41% www.compete.com
  16. 16. Search Engine Online Travel Agencies Competitors Travel Search Engines
  17. 17. Competitive Comparison YOY% Unique Visitors Kayak 9% Expedia 11.2M Kayak 4.1M Others -9 to -21% www.compete.com
  18. 18. Competitive Comparison YOY # 297 Kayak 13 Others -26 to -40 www.compete.com
  19. 19. Competitive Comparison Avg. Stay Kayak 4:49 Others 8:08 avg www.compete.com
  20. 20. The Bottom Line Not Selling Anything Objective, Comprehensive Information You Decide Which Products You Decide Where to Buy
  21. 21. Freedom of Choice, Freedom of Voice Brand Positioning
  22. 22. Freedom of Choice, Freedom of Voice Philosophy #1: Give Consumers the option Philosophy #2: Kayak Listens
  23. 23. Brand Value Best Travel Search Engine Reputation Best Coolest Search Aid Best of the Web
  24. 24. Brand Value Relationship
  25. 25. Brand Value Experiential
  26. 26. Brand Value Symbolic Travel
  27. 27. Demographics www.quantcast.com
  28. 28. Target Audience
  29. 29. Doesn’t Go After Segments
  30. 30. 75% Book Airfare
  31. 31. Wealthy, Educated & Older
  32. 32. Public Relations Press Releases
  33. 33. Word of Mouth
  34. 34. User Experiences http://monitter.com/
  35. 35. Objective #1 website for online travel search
  36. 36. Objective #1 website for online travel search
  37. 37. Marketing & Promotions Ad Spend: 100% Online key words & travel site ads Budget: 35% of revenues
  38. 38. Problem Gain market share without spending hundreds of millions on advertising Challenge Preferably without the use of paid traditional offline media
  39. 39. Opportunities for Success Lengthen Time on Site Increase Number of Visits Leverage Family of Sites
  40. 40. Life’s A Trip! There’s a million reasons to travel. There’s one site to search before you go.

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