Orbitz Is The Popup Brand
I was just looking at an article on the web site of the New York Daily News just a couple minutes ago, when a popup advertisement for Orbitz got in the way of my reading. After a second or two, the Orbitz ad retreated behind other windows, waiting for me to find it and read it again later.
Two hits for the price of one. How clever.
As I was deleting the Orbitz popup ad off my screen, I realized that for quite some time now, I’d stopped thinking of Orbitz as a company through which I can get special deals on travel. I had honestly forgotten that Orbitz had anything to do with travel.
All I think of these days when it comes to Orbitz is its annoying popup advertisements, the ones that interfere with where I really want to go online. Consider the brand implications of that: Orbitz has become a brand of popup ads. Orbitz has become a brand of pestering and interference.
In short, the Orbitz brand has become aligned with frustration and delay. Note to Orbitz marketing team: For a travel company, that might not be a good idea.
Date: May 10, 2007
Categories: media
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