SiteSpecific, New York, won an assignment estimated in the $3 to $5 million range for online travel service Travelocity. The year-old direct-oriented Web marketing agency bested four other agencies in a two-round pitch that began earlier this year. SiteSpecific also works with clients such as Duracell and 3M Co.
Saatchi & Saatchi Interactive and FCB Technology Group, both San Francisco, dropped out of the review in September, leaving Meyer & Johnson and DDB Needham Interactive, both Dallas, in the ring with SiteSpecific until this month.
Travelocity joins a growing number of Web-based media brands working on promoting itself online; during the past six months iVillage, New Jersey Online, and GeoCities have all named agencies -- Modem Media, Westport, Ct.; Romann & Tannenholtz, New York; and Saatchi & Saatchi Entertainment Group, New York and Los Angeles - to help build online-only brands. Meanwhile, traditional media brands like Reader's Digest have also hired shops (Modem Media) to help build traffic on their sites.
Copyright December 1996, Crain Communications Inc.