With the growing popularity of online travel sites such as Orbitz and Expedia, Carlson Wagonlit Travel, knew it needed get into the game in the online space. However, CWT recognized that it needed to do it in a way that wouldn’t alienate its traditional travel agent community. This hybrid approach helped solidify CWT’s unique brand positioning.
Less than a year later CWT:
Successfully launched a completely new site based on its newly established Interactive Strategy, with particular attention paid to each of its target audiences.
Booked more online reservations in the two months after launch than in the entire previous year.