Today’s successful manager understands that the bottom line is only part of the equation. He/She wants to keep employees happy, too. Our goal was to tap into that need to 'nurture' employees. Business travel can be extremely frustrating, especially without good service. So every piece measured the mood of the traveler, and then showed how using Travelocity Business could improve it. With the mood ring as our centerpiece, business managers could experience the change as they help their employees 'travel to a calmer state'.

The integrated campaign achieved impressive success, exceeding client objectives across the board. Especially noteworthy was a 7.5% response rate compared to the targeted goal of 3.5%. Similarly, the client objective of 126 company registrations was exceeded by 31%. Most importantly, perhaps, was the reduction in the average cost per registration by nearly half, from a goal of $1,394 down to $751.