Media Release
Webjet To Accelerate Customer Reach
4th May 2006
Webjet today announced it will propel its brand penetration by significantly increasing its presence in the physical media over the next year.
A key component in Webjet's marketing strategy moving forward is a major television advertising campaign on the Seven Network commencing in July 2006. The TV campaign will be the most significant one of its kind undertaken by Webjet and follows on from the current campaign on Network Ten which the company views as outstandingly successful.
Commenting Webjet Marketing Manager, Dean Maidment said:
The Seven campaign presents Webjet with an opportunity to dramatically increase its rapidly growing brand awareness and customer base. It allows Webjet to demonstrate the myriad of unique values we bring to the travel booking process to an audience that we have not specifically targeted previously.
We have always maintained that whilst we are an internet based business, having a trusted and highly visible mainstream consumer brand is a massively important component of our customer relationship strategy, and one that clearly differentiates us from potential competitors that essentially live in 'cyberspace' alone.
To cement our 'physical brand' position further, we have recently signed a contract with national advertising company, Media Planet which will see Webjet promotions featured on 360tv; a digital television network utilizing 2.5 metre high, seamless 360° LED screens which can be viewed from any angle, in major shopping centres throughout Australia. The 360° campaign which starts in May 06 will compliment our current presence in shopping centres where we are featured on strategically placed giant plasma screens.
Additionally, we have just extended our current airport shuttle bus campaign around Australia, which along with carefully selected billboard locations, gives us a continual outdoor presence targeted specifically at travellers.
We will of course continue to advertise online always ensuring that we have an appropriate mix of online and offline presence, which not only reinforces our values to new and existing customers, but also strengthens our brand position in the market and raises the barriers to entry for potential new competitors.