And without the champagne and caviar lifestyle.
Back in December 2006, I wrote about Boo – the online clothing retailer for whom the ‘caviar and champagne’ description was just about right when it came to how much money they burnt in a very short but highly publicised online existence.
But now Boo is back. Or at least the domain name is www.boo.com
New owners, new management, new industry – in fact new everything. The domain name was bought by Web Reservations International, a Dublin based travel business.
Boo is set to be their premier consumer travel brand combining search engine functionality, pricing, reviews and social networking.
As Ray Nolan, CEO of boo.com has said; “Travel is about great experiences, and that should start with the planning and selection process. We’ve collected all of the key components required to make the right choice and put them together in one site. The traveller is our primary concern. If they’re not satisfied, then neither are we.”
But why choose a name associated with all that was wrong with dot coms just a few short years ago?
Inspired, brave or just plain foolish?
Well, as the new Boo site itself says they have nothing to do with the old boo.com. They just liked the name – short, snappy and easy to remember.
But I think there’s a clever bit of marketing going on here. Even now the Boo name is instantly recognisable to millions. Some may know the story, others will just remember the name but the ground-breaking public awareness has already been done – several years ago and paid for by someone else.
Boo is still fresh enough in people’s minds to attract attention. Boo Is Back, The Return of Boo, Lock Up Your Wallets. Whatever the headline, headlines there surely will be.
The media will probably also wheel out Ernst, Kajsa and Patrick for their thoughts on the new Boo. And so the PR merryground will start again, bringing visitors flocking to the new site. We are, after all, a curious beast. We can’t resist a bit of gossip all in the name of research, of course.
And when we get there, what do we find? New site, new owners and a very fuzzy warm feeling.
Brilliant strategy Ray!
I for one wish them well. I just hope the new Boo lives up to the hype this time round.
