FLIGHT NAVIGATOR Suggested Public Relations Approach

1. FLIGHT NAVIGATOR Suggested Public Relations Approach Updated December 2, 2004

2. Objectives • Secure media coverage on Flight Navigator • Convey Travelocity offers good flight deals • Reiterate that Travelocity is an advocate for consumers, with Flight Navigator serving as the latest example • Demonstrate Travelocity is an innovative partner for suppliers • Help drive traffic to Travelocity’s flight path

3. Target Audiences • Media – consumer, travel and trade • Industry analysts – travel, retail, e-commerce and technology • Current and potential Travelocity members

4. Media Targets • Newswires, such as Reuters, Associated Press, Dow Jones • National Newspapers (consumer, travel, retail), such as Wall Street Journal, USA Today, New York Times • Top 25 and Gap Cities Daily Newspapers (consumer, travel, technology) • Local “Hometown” Media (print and broadcast), such as Dallas/Fort Worth, New York, San Francisco, San Antonio, Plains, Las Vegas, Palm Beach • Television Stations in Top 25 and Gap Cities • Online Media, such as about.com, dallasnews.com • Travel Trades, such as Travel Weekly, Travel Distribution Report, Air Transport World

5. PR Approach • Develop and implement a two-pronged public relations campaign surrounding Flight Navigator launch: • Soft Launch/“Building the Buzz” (now until Jan. 9) • Hard Launch (Jan. 10- February) • See “Tactics” section for more details

6. Announcement • Travelocity has created the ultimate flight shopping and buying customer and supplier experience – Flight Navigator • Flight Navigator gives consumers unheard-of-until-now, insider flight information to make more educated airfare buying decisions • Tools include: number of seats left, fare notes, multiple airports,upfront seat maps, date shuffler, alternate dates • Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers • Highlight key research findings • New Web site design • New grid display • Allows consumers to choose from hundreds on outgoing and returning flights • Incorporates Travelocity’s new look-and-feel throughout entire flight path • Online Travel v2 • Travelocity is not just about price…It’s about value and the entire experience • New view of online travel for the industry • Customer advocacy messaging

7. Key Messages • Overall • Travelocity has created the ultimate flight shopping and buying customer and supplier experience – Flight Navigator • Travelocity continues to elevate the standard in the travel industry • Flight Navigator serves as just one example of Travelocity’s new vision and direction for the company and the industry – Online Travel v2 • We believe consumers want price plus value (not just price that results from a commoditized marketplace • Flight Navigator demonstrates again Travelocity’s commitment to its “The Best Trips Start Here” mission • Consumers • Flight Navigator gives consumers unheard-of-until-now, insider flight information to make more educated airfare buying decisions • Flight Navigator provides consumers with more control in building trips that are right for them • Through Flight Navigator, Travelocity has begun to shift the customer experience from simply price to price plus value • Travelocity serves as an advocate for consumers once again through its new Flight Navigator product • Travelocity has great flight deals

8. Key Messages • Suppliers • Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers • Travelocity continues its commitment to being the suppliers’ advocate and partner yet again through its new Flight Navigator product

9. Consumer Story Angles • Consumers Want Price and Value • Research shows that consumers want a good deal, but also value (cite Forrester Research) • Search engines only have the price, while Travelocity has it all through Flight Navigator • Flight Navigator is a great example of Travelocity’s new vision for the company and industry – Online Travelv2 • Travelers Have More Control Through Insider Flight Information • Know More About Your Flight Choices • Choose a flight that best fits your needs and budget, with fare notes, often offering additional details on savings • No More Guessing Games • Know when your desired flight and price has three or less seats • Know if the flight you want has the seat you’d prefer • Efficiency • Most Complete Flight Shopping and Buying Experience • Gives consumers unheard of information until now: seat and fare availability, flight and fare details/offers, as well as numerous options for saving money by changing airports/dates • Much more efficient way to shop and buy travel and save time • More Options to Find the Lowest Price • With flexible dates, multiple airports and alternate dates, consumers now can find the best flight deals possible • Data • Offer Travelocity data to support need for/promote Flight Navigator, such as seat type/ availability information or airports offering the lowest price for consumers

10. Trade Story Angles • Online Travel v2 • Travelocity’s new vision and direction for the company and industry where the idea of consumer value is more than just price • Ultimate in Merchandising • Travelocity’s new Flight Navigator gives suppliers more options for innovatively merchandising their air products and services to travelers • New Technology in Online Travel • Travelocity’s new technology allows for consumers to know the number of seats that are available, when three or less; also, the ability to merchandise Travelocity and supplier deals

11. Resource/Data Ideas • Data • Seat Type/ Availability Information • Data based on number of fare types on a flight, seats sold per fare type, avg. price per fare type, length of availability on fare type • Airports Offering the Lowest Price for Consumers • Data based on average price of flights at airports • Could translate into a Top 10 list • Amy Ziff • Incorporate Flight Navigator features, such as number of seats left, into Amy’s travel tips as appropriate • During TV segments and print interviews • Consider developing an “Travel Tips from A to Z” column that includes relevant Flight Navigator features

12. Media Materials • News Release • Send advance copy Dec. 9 to “soft launch” media (key national, trade and travel editors) • Forward to “hard launch” media (travel editors, online, TV) on Jan. 10 • Distribute broadly to hundreds of national and local media outlets (including broadcast and online media) via Business Wire • Sent to targeted media and other industry analysts who have an interest in travel/Travelocity • TV News Alert • Distribute Jan. 17 • The alert will be distributed broadly to hundreds of consumer reporters at affiliates nationwide via broadcast fax • B-roll • Update existing b-roll with new footage of Flight Navigator features/flight path, and develop soundbites • E-mail Tagline • Promote Flight Navigator in Vollmer’s e-mail tagline

13. Spokespersons • Tracey Weber, primary spokesperson for major media outlets • Dominique Philipp, secondary spokesperson (consumer) • Simon Bramley, secondary spokesperson (trade) • Al Comeaux, back-up spokesperson • Joel Frey, back-up spokesperson

14. Phase One Tactics: Building the Buzz (Soft Launch – now until Jan. 9)

15. Industry Analysts • Build buzz through industry analysts • Conduct briefings weeks of Nov. 8 and 15 with key travel analysts • Encourage analysts to write briefs on Flight Navigator • Goal to build buzz through Nov. 16-17 PhoCusWright conference • Buzz from conference and briefs would lead to interest from media • Analysts already briefed • Forrester Research: Henry Harteveldt • PhoCusWright: Lorraine Sileo, Michael Cannizzaro, John Bray • Jupiter Research: Diane Clarkson • Brief other analysts on the “new” way of selling travel online • Beginning Nov. 29 • Retail, e-commerce, technology • Forrester, Jupiter, Gartner, MetaGroup, Consumer WebWatch

16. Key Media • Build buzz through media • National Media • Wires, national daily newspapers • Begin pitching national media during week of November 29 (assuming Dec. 9 initial product launch) • Conduct demo briefings • Daily Newspaper Travel Editors • Pitch travel editors during week of Dec. 13 (once product initially launched and stable) • For editors reached, brief them with goal for story to run when product hard launches in January • For unreachable editors, recontact again in January during hard launch • Select “Hometown” Media • Pitch local newspaper journalists during week of Dec. 13 (once product initially launched and stable) • Trade Media • Pitch trade reporters during week of Dec. 13 (once product initially launched and stable) • Suggest all media talk with travel analysts who are briefed for perspective

17. Phase Two Tactics: Hard Launch(Jan. 10- February)

18. Media • Pitch additional media outlets • Travel Editors at Daily Newspapers • Continue briefing travel writers that were unavailable during soft launch (resumes Jan. 10) • Inform them that product is fully operational • Consumer Writers at Daily Newspapers • Contact consumer writers to discuss consumer advocacy tools (starts Jan. 17) • Discuss Number of Seats Left, Fare Notes, Multiple Airports • Technology Writers at Daily Newspapers (starts Jan. 24) • Update airline/transportation reporters on Travelocity’s new approach to buying flights • Other “Hometown” Media • Pitch other local media (such as TV and business journals) (starts Jan. 10) • Online • Contact online reporters about Flight Navigator and benefits of new tools for consumers (starts Jan. 10) • Television Consumer Reporters • Contact television consumer reporters about Flight Navigator and benefits of new tools for consumers (starts Jan. 17) • Offer b-roll, if applicable

19. Next Steps • Continue pitching national media • Begin pitching other “soft launch” media – week of December 13 • Continue briefing industry analysts • Finalize “soft launch” release and develop “hard launch” release • Finalize talking points • Finalize consumer and trade media PowerPoint presentations • Develop b-roll • Communicate frequently about product launch timing/updates