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Smart campaign re-launches

More customer centric identity for one of Europe’s leading online travel agents

September, 2007, LONDON, ENGLAND:, one of Europe’s largest online travel agents, has introduced a fresher and more customer centric identity to support the launch of the new website and bring the brand in line with the site’s improved functionality. 

Significant investment from parent company Orbitz Worldwide has resulted in a new positioning for the brand and, for the first time in 10 years, a new logo which better reflects the values of the company.

To support the re-brand, ebookers has commissioned a multimedia campaign communicating the new strap line ‘smart bookers are ebookers’. The campaign launches on 3rd September and positions the brand as the choice for travel savvy customers who want a single provider to cater for all their needs, whilst saving them time and money. 

Ciaran Lally, UK and Ireland MD, added, “ is credited with being the first travel agent to launch an interactive website in 1996. After 11 years as one of Europe’s largest online travel agents, we felt it was essential to significantly enhance the functionality on our website focusing on improving the customer experience, particularly in making booking decisions easier. The new brand identity is in keeping with an improved that aims to achieve this.

“We know our customers are very travel savvy and so we are striving to provide a service and range of travel products that make it easier to get the holiday, flight or hotel our customers want.”

Original photography has been   commissioned in Sardinia, Rome, San Francisco and Marrakech. For the first time is also working with trusted celebrity top Radio One DJ, Jo Whiley, who provides the voiceover for the radio advertisements. 

Created by CHI and Partners, with MediaCom handling media planning and buying, the campaign includes outdoor, press, online and radio. Founding Partner, Warren Moore, says, ‘Smart bookers are ebookers’ acknowledges people who are not only assured of a great deal but also join a community of smart holiday makers. This is reflected in the confident and intelligent tone of voice captured in the campaign execution”

The campaign also includes a strategic PR campaign, developed by European communications agency Pleon. Account Director Cathryn Brannan comments, “Using the Smart Bookers concept we have introduced a unique positioning for ebookers to generate excitement around the re-launch. The PR consumer campaign includes press and online activity, as well as an influencer campaign with a difference!”

About, one of Europe’s largest online travel agents, prides itself on making booking decisions easier and providing honest and impartial advice to travellers. It has origins going back 20 years and close relationships with leading travel suppliers of hotels and airlines. It offers a huge selection of choice from over 130 airlines, over 84,000 hotels around the globe, plus a number of car rental companies throughout Europe. sells a full range of travel products online and over the telephone through 24/7 call centres and through some retail outlets. is a brand that is owned and operated by Orbitz Worldwide (NYSE: OWW).

About Orbitz Worldwide

Orbitz Worldwide (NYSE: OWW) is a leading global online travel company that uses innovative technology to enable leisure and business travelers to research, plan and book a broad range of travel products. Orbitz Worldwide owns and operates a portfolio of consumer brands that includes Orbitz (, CheapTickets (, ebookers (, HotelClub (, RatesToGo (, the Away Network ( and corporate travel brand Orbitz for Business ( For more information, visit the Orbitz Worldwide Investor Relations website at

For further information about, please contact:

Cathryn Brannan or Alexandra Marsh
Pleon UK
T: 0207 479 5656


"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Orbitz Worldwide Inc.'s business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.