Tim Hughes puts the boot into the highs and lows of the online travel business (with an Australasian/Asian bias) with some blogging about consuming and loving travel thrown in.
Friday, July 14, 2006
What if you had to spend some marketing money
Wow!. Wotif have announced the spending of marketing money in securing a deal for a co-branded page on ninemsn (Australian version of msn). This is a big step for Wotif. It is simultaneously the first white-label/co-brand affiliate deal that I know about and is one of the first up-front marketing campaigns (ie not direct response). I assume here that ninemsn has not waived it usual up-front changes - they are not famous for revenue share deals. Makes it clear that new channels and marketing campaigns will be part of Wotif's post float strategy.
Posted by Tim Hughes at 02:35
Labels: marketing, online agents, wotif
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Tim, i hear you but do you think it will improve their $$ performance ?
All depends on the economics of the deal. I know that is an unhelpful response but it is unfortunatel true. I would be stunned if it was a commission sharing only deal as traditionally ninemsn have demanded large upfront real estate fees from "partners" but it is possible that they see some sort of branding benefit from a tie up with Wotif.
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