CHICAGO - Orbitz won the Gold Award in the Retail & E-Tail category at the 2013 Advertising Research Foundation's (ARF) David Ogilvy Awards for the "Take Vacation Back" brand campaign that launched last May. The annual awards cover 12 categories and recognize the extraordinary use of research in the advertising development processes by brands, research firms and advertising agencies.
The Orbitz "Take Vacation Back" campaign led the charge to get Americans to shuck their status as the "no vacation nation." The campaign also served as a rallying cry for all Americans to take the vacation days they have earned and deserve. The first commercial in the campaign, "Vacation Declaration," showcased travelers across a myriad of vacation destinations making declarations about the amazing trips they booked for a great price on Orbitz.
Orbitz took home top prize in the category over eHarmony for multiple factors including how well research was used in development of the ad and how research was used to measure results.
BBDO NY was the campaign's creative agency and Millward Brown was the research agency. Orbitz also used research from The Research House, The Insight Scout, Insight Express and Invoke, and media services from Spark Communications.