Travelocity.co.uk started 2004 as a little-known travel brand, overshadowed by its higher spending rivals. But the company saw an opportunity for differentiation by targeting regular online travellers who had been neglected. Travelocity was able to corner the market by stressing its own expertise and by using the ultimate travel 'Aficionado' - Alan Whicker - to convey this positioning. After 15 months, Travelocity had boosted brand awareness by 54%, visits by 123%, sales by 135% and market share by 44%. All with the lowest acquisition cost and a return on investment of £5.60 for every £1 spent. This paper demonstrates that you don't always need to wait to reap the rewards of your communications investment