According
to Hotwire, more than half of their hotel bookings are made within zero to two
days of departure, and most trips are for four days or less. Who knew?
To
capitalize on this insight they are encouraging spontaneous getaways with their
#BeSlightlyAdventurous campaign.
Hmm. Do I sense another consumer insight there?
Hmm. Do I sense another consumer insight there?
Here's
a commercial for you to check out...
So
what do you think? Will this be an
effective effort? Will you be
spontaneous?
Steinman,
C. (2016, March 10) Hotwire's Campaign
Targets Spontaneous Travelers. mediapost.com. Retrieved March 11, 2016, from
http://www.mediapost.com/publications/article/270938/hotwires-campaign-targets-spontaneous-travelers.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=91050
4 comments:
I think this is a great campaign that again comes from well found consumer insight. It shows how this step in strategy is one of most important ones.
For sure, this effort will be effective, because there are people (like me) who tend to overthink things and are not spontaneous.
By using humor, they delivered message very clearly and I think they would make me want to book that vacation I always wanted to go to.
I think it's a good idea but I don't think it will work. Vacations take a lot of planning, and most people can't leave their work right away. Also vacations are much more expensive then a single hotel booking. But the advertisement does a good job of holding the audience's attention. So it helps the company with more awareness.
As this campaign seems to be for trips within US, I think it will be successful. The ad itself is funny and the message is clear. I believe there are people, who book trips at short notice and probably most of them are traveling somewhere to enjoy the sun.
I could see myself booking spontaneously trip to California, but when traveling to new cities abroad, I want to be well-prepared. When going to somewhere new and exciting, planning the trip is half the fun!
I think this is a funny and original ad. Exploiting the idea of life's transience, the ad arouses in the spectator the desire to vacation and leave immediately (at least it leaves me this sensation). Within few seconds the authors have also managed to see how simply the app works. I do not know how many people have then booked a trip but surely many looked the website to take a look.
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