This campaign is intended to get online vacation bookers to go to Orbitz.com first, based on the idea that the more you know, the better you go. It's a consumer insight that will change behavior because it recognizes the need to change people's perceptions towards online travel agencies, by restoring brand trust and eliminating bad experiences caused by unmet expectations. The new theme line is "When You Orbitz, You Know" and it flows from Orbitz' hotel, price and value assurances.The campaign is honest, witty, and forward-thinking. And it will be seen across TV, print and online media.