Sabre app campaign asks consumers to improve travel

ST. LOUIS: Sabre Holdings, the technology company that owns Travelocity and other travel brands, has launched a campaign to reinvent its TripCase app.

ST. LOUIS: Sabre Holdings, the technology company that owns Travelocity and other travel brands, has launched a campaign to reinvent its TripCase app.

Agency partner Elasticity is working on the initiative.

Sabre is engaging business and leisure travelers by asking them to submit photo memes of things that would improve their travel experiences with the hashtag #ShouldBeAThing. One example is “free wi-fi on all flights or free drinks if you have to sit next to a crying baby,” said Brian Cross, partner at Elasticity.

Since TripCase helps travelers improve their voyages by organizing their travel information.

The contest, which began last week, will run for nearly two months. Consumers who submit photos on TripCase's Facebook, Instagram, Twitter, or Pinterest pages will have an opportunity to win prizes such as an iPad or GoPro Camera.  

Sabre and TripCase will also review the memes and look at how they can make some of the suggestions a reality.

“Our primary goal is really to increase the overall exposure of the brand and increase the average traveler's awareness,” said Carrie Mamantov, brand manager for TripCase.

She added that a big part of the campaign is focused on introducing the identity of the brand because TripCase has never done a large direct-to-consumer push. Mamantov said the brand also updated the app in December. 

Elasticity, with a team of six staffers working on the initiative, is holding events to promote the contest in addition to engaging travel, tech, and national media.

Last week, the firm “bombarded” the San Diego airport by giving a pair of socks to everyone who had to take off their shoes at security and walk through barefoot, said Cross. The bottom of the socks said in rubber “these socks should be a thing” and asked for other travel possibilities.

Cross said the agency will conduct another sock giveaway in the Chicago region in coming months, along with other initiatives. Another possibility may be giving away massages, instead of pat-downs, after security screenings, he added.

Elasticity created the concept of the campaign, said Mamantov, and is helping to leverage word-of-mouth on social media to promote TripCase. 

Aside from engaging consumers and business travelers, the company has incorporated a philanthropic effort into the campaign that reflects Sabre's commitment to ending human trafficking around the world. For every person who uploads a photo, Sabre will donate $1 to the Polaris Project, an organization dedicated to stopping human trafficking.

Budget information for the campaign was not disclosed. 

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