Digital Media Opps: Travelport taps new CMO amid branding shift

Travelport, parent company of brands such as GTA, Galileo, Worldspan, GDS, Travelport Airline IT Solutions and THOR, selected a new CMO, Jennifer Catto, in September. Catto previously served in the same role at Telaria, where she's credited with launching the Telaria brand and, within 24 months, successfully establishing it as the recognized leader in connected TV. Now, Catto will elevate Travelport's brand via enhancing lead generation and defining and communicating a new confident, compelling and distinct company narrative.

Adbeat reports Travelport stopped investing in digital display in November 2019 but returned to the channel in July 2020 and continues to invest in it. The company only allocated around $3.4k toward this channel from September 2019-2020, less than a seventh of the roughly 23.6k it allocated from September 2018-2019. 100% of the past year's spend went toward programmatic ads placed via Google Display Network onto sites such as skift.com ($1.7k), gtp.gr, traveldailynews.com, travelweekly.com and daily-stuff.com.

We expect spend to pick back up under a new CMO, readers. Kantar data reports Travelport alto utilizes OOH and print (newspapers). So far, it has a wide target demographic; however, since people aren't traveling nearly as often right now, Travelport's services aren't exactly in high demand. We will have to see how the company continues to respond to the global pandemic.

Agency & martech readers - Normally, I'd suggest you reach out for potential work; our team confirmed, on the other hand, that Travelport is not outsourcing with new companies right now.