TRAVELOCITY DUDE…WHERE’S MY PR? Suggested Approach

1. TRAVELOCITY DUDE…WHERE’S MY PR? Suggested Approach Presented By VOLLMER May 17, 2004

2. Objectives • Secure media coverage on local and one-way car rentals from Travelocity • Convey Travelocity offers good car deals • Reiterate that Travelocity is an advocate for consumers through TotalPrice For Cars • Help drive traffic to Travelocity’s car path

3. Target Audiences • Media – consumer, travel and trade • Industry analysts • Current and potential Travelocity members

4. Media Targets • Newswires, such as Dow Jones, Associated Press and Reuters • National Newspapers (consumer, lifestyle, travel), such as New York Times, Wall Street Journal, USA Today • Top 25 and Gap Cities Daily Newspapers (consumer, lifestyle, city/metro, travel) • Local Media (print and broadcast), such as Dallas/Ft.Worth and San Francisco • Television Stations in Top 25 and Gap Cities • Online Media, such as about.com • Travel Trades, such as Travel Weekly and Auto Rental News

5. PR Approach • Help create a new market of local car renters • Special occasions • Car back-up during repairs • Insurance replacement • Business • Weekend trips • Secure media coverage, highlighting the benefits of local/ off-airport car rentals

6. Announcement • Convenience and benefits of local car rentals with overhaul of off-airport car rentals • Local car rental locations displayed through geo-coding capabilities, such as zip code, address or landmark, which haven’t been as comprehensive online until now • Ability to reserve one-way car rental • Between city-suburban, city-airport and airport-city locations • New Web site design • New grid display • Brings base rate and TotalPrice on front screen • Shows prices for five car types after initial search • Incorporates Travelocity’s new look-and feel throughout entire car path

7. Key Messages • Travelocity offers consumer comprehensive, yet easy-to-use, services to find the best price and location for their specific car rental needs • Location information hasn’t been as comprehensive online until now • Geo-coding – Ability to find closest location based on zip code, address or landmark • New local off-airport rental information • Good for many uses, such as special occasions, car repairs, insurance replacement, business, weekend trips, etc. • New one-way rental option • Good for many uses, such as moving, taking children to college, etc. • New grid display, including Travelocity’s new look and feel • Travelocity is an advocate of consumers by providing honest and upfront pricing when renting a car • TotalPrice for Cars – Now TotalPrice and base rate upfront • Consumers have access to good deals on Travelocity with all major car rental companies through its valued relationships with suppliers • Car promotions • Use of discount codes (AAA, AARP, etc.)

8. Tactics: Phase One

9. Local Story Angles • Special Occasion Rentals • Need thatnice car for wedding, birthday, anniversary or other occasion • Visit your nearest off-airport rental location • Car Repairs • Saves time by choosing a rental car close to home/office • Budget Shoppers • Choice of picking up at airport or off-airport, based on TotalPrice and their budget • Home Improvement • Rent a truck or larger vehicle for summer projects • Holds larger equipment and supplies better

10. Local Story Angles • Moving • Convenience of picking up/dropping off at closest location • Can be for personal or business • Option of renting larger car to drop off college freshman with luggage and then fly back – ties into back-to-school season

11. Travel Story Angles • Avoiding The Wait • Airports crowded and rental car lines longer • Save time by going to nearest off-airport location • Rise In Gas Prices • Renting smaller vehicles when going on weekend trips (mostly for individuals or couples) • Car Leasers • Having mileage restrictions can put a damper on your weekends or longer road trips • Pick up car at nearby off airport location • Day Trips • On vacation, but need car for only one day • Can pick up/drop off at nearest rental facility • Example: visiting Las Vegas, yet want to see Grand Canyon

12. Resource Ideas • Car Tax Study • Use car tax study in airports to contact Top 25 and gap cities TV • Off-airport locations another option • Top 10 List • Best and worst places to rent a car (based on how spread out airports are) • Cities with largest number of car rental locations • Rental Data • Use data to find out car type most people rent at off-airport locations • Compare regions, such as Texas renting SUVs vs. California renting luxury or specialty vehicles • Local Secrets • When Amy discusses Local Secrets, Big Finds, tie in idea of renting car to visit these top spots

13. Other Media Tactics • Media Follow-Up • Aggressive follow-up with key consumer, lifestyle, travel and trade media to secure coverage • Third Party Comment • Brief key industry analysts • Forrester - Henry Harteveldt • Jupiter - Mike Altomari • PhoCusWright - Lorraine Sileo • Abrams Consulting - Neil Abrams • Provided they have a positive reaction, offer them to media as sources on a broader story • E-mail Tagline • Promote Dude in Vollmer’s e-mail tagline

14. Spokespersons • Phil Kennewell, primary spokesperson for major media outlets • Tracey Weber, secondary spokesperson • Joel Frey, back-up spokesperson

15. Media Materials • News Release • Distribute June 16 (one week after June 9 soft launch) • Distributed 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 June 17 (weekend)/June 28 (consumer) • The alert will be distributed broadly to hundreds of consumer reporters at affiliates nationwide • B-roll • Update existing b-roll with new footage of car path

16. PR Tactics: Phase Two

17. Study • Options include: • Off-Airport Car Tax Study • Conduct another rental tax study by doing a comparison of off-airport vs. airport car rental taxes at the top 75 cities in the U.S. • Update Airport Car Tax Study • Complete another airport car rental tax study to use as a benchmark on whether car rental taxes have gone up or down in the past year • Car Rental Behavioral Poll • Conduct a poll around car rental behaviors • How do people drive a rental car? • Do you speed or go through toll booths with car rentals? • Do you purchase insurance? • What amenities do you need? • Why do you rent a car? • Timing TBD

18. Promotional Ideas

19. Potential Ideas • Gnome Antenna • For all members who rent off-airport, they receive a “gnome head” to put on the antenna (aka Jack-in-the-Box) of their rental car and their own car later • Gnome Bobblehead • For all members who rent off-airport, they receive a “gnome bobblehead” they can put on dashboard of their rental car and their own car later • Gnome on GPS • For all members who rent off-airport, have the gnome be the voice behind GPS system in their rental car • Can add in occasional quips from gnome to continue building his personality and connection in customers’ minds

20. Potential Ideas • Summer Promotion • Off-airport locations in gap cities • In June, free upgrades when you book at an off-airport location • In July, free GPS when renting for more than three days • Luxury Car Rental Giveaway • Give away a year’s worth of luxury car rentals • For 52 straight days, customers who book off-airport car rental on Travelocity will be automatically entered to win a luxury car rental for a week • Minimum 3-day rental required • Car Perks • Partner with hotel chain and offer customer discount on off-airport car rental • Book hotel and car rental on Travelocity and receive • 10% off car rental rate • Free car upgrade

21. Next Steps • Finalize key messages • Develop release and talking points • Update b-roll