DMNews.com | News | Article: "SideStep Moves Straight Into the Online Travel Battle"
SideStep Inc., a travel search engine, is sharpening its positioning and awareness efforts to compete better with more aggressive online travel agencies like Travelocity and Expedia. After narrowing 225 prospective tag lines to eight, the company soon will dump the current generic-sounding tag line, "The travel search engine," in favor of "The traveler's search engine." "The change seems slight -- the addition of four extra characters," said Phil Carpenter, vice president of corporate marketing at SideStep. "But the difference in interpretation was dramatic. "Consumers saw this line, and SideStep, as a product designed for them, a service they felt they owned," he said.
Cheap Airline Tickets, Discount Hotels, Travel Deals - SideStep: "Find travel deals from dozens of sites � with one search!
Search dozens of sites at once for flight, hotel, and rental car bargains
Automatically compare prices side-by-side with sites like Expedia and Travelocity.
Discover deals from travel providers that other sites miss like JetBlue"
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