Orbitz touts reliability in new campaign

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Orbitz Worldwide launched an integrated marketing campaign July 15 that aims to assure travelers that the online travel company can prevent any unwelcome surprises.

The campaign uses e-mail, TV and online ads, and social media, including Twitter and Facebook. It was headed by Orbitz VP of brand marketing Deborah Italiano and created by the agency BBDO New York.

The tagline is “When you Orbitz, you know.” The campaign touts the company's website features, which include easy-to-find pricing, unfiltered customer reviews, interactive maps and photos and virtual tours of hotels. The campaign targets the “heavy hotel booker,” said Brian Hoyt, VP of communications and government affairs at Orbitz.

“I think it's to help consumers understand that we have the tools, resources and services to provide them the assurance they need to know, and what to expect on Orbitz,” Hoyt said.

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