Overview: A division of Expedia, online travel discounter Travel Ticker was looking to expand their company, positioned around the brand core, ‘Travel on a whim.’
Challenge: While Travel Ticker owned their name in the Americas, Europe and Asia, Travel-Ticker www.travel-ticker.com (with a hyphen) was the only domain they could secure, and SEO suffered.
Solution: We found the fiasco with the ‘dash’ interesting. We decided to put the hyphen problem front and center – adding ‘dash’ to the same. Not only did it provide an opportunity to tell a story, it represented the core brand idea and audience Expedia was trying to reach – travelers looking to “dash” and book last-minute travel. The name received rave reviews amongst Expedia leadership.
*Name created while Molly Davis Lind was at MetaDesign.