Concierge.com, a new leisure-travel site
launched by Conde Nast, an affiliate of Advance Publications, plans a $5
million national print and broadcast marketing campaign this fall.
AT&T, Delta Air Lines and LookSmart are among major advertisers supporting
the debut of the site, which is the exclusive home of Conde Nast Traveler
magazine on the Web, and features 15,000 hotel reviews and 15,000 restaurant
reviews from Fodor’s Travel Publications.
The national print and broadcast marketing campaign to launch this fall
includes insertions in the Sunday travel section of the New York Times; the
Weekend section of the Wall Street Journal; and remaining 1999 issues of
Conde Nast magazines including Vanity Fair, The New Yorker, Conde Nast
Traveler, Gourmet and Wired.
Radio buys include sponsorship of public-radio programs and 60-second spots
breaking this week on top-market stations. Online banner advertising will
appear on major portals and on related content sites.
Creative for the print and radio campaign — featuring the tagline “Whatever
your plans” — was developed by Robaire & Hogshead.
Electronic commerce is tightly integrated throughout Concierge.com: with just
one click, users may get bargain airfares to the exact destination they’ve
been browsing, for example, or check room availability at the hotel for which
they’ve just read a review.
The launch includes a sweepstakes with a top prize of a luxury vacation to
any of more than 500 worldwide destinations featured on Concierge.com.
Concierge.com incorporates and replaces Epicurious Travel, which CondC)Net has
operated since 1996.
“The launch of Concierge.com is the next logical step in our long-term plan
to own the upscale consumer online,” said CondC)Net Director Sarah Chubb.
“Everything we do at CondC)Net is pointed at users with high disposable
incomes. This is our franchise.”