Hotels.com has unveiled a new brand campaign. The new campaign follows the success of “A Special Place”, the initial brand campaign launched last year.
Titled “Instant Savings”, the campaign was created by Grey Group Singapore, with executions on television and online running until September. The campaign also comprises a series of short films revolving around the theme of users saving money, reaping the benefits, and maximising their vacation. This comes as the brand recognises the potential and opportunity for major growth in Asia.
The videos shows how customers can go about saving money by booking on the Hotels.com app. This was depicted through a young couple deciding on how to organise their honeymoon, to a couple with children deciding on how to use the money saved from using the mobile app.
“A good hotel room is often a pre-requisite to having a great holiday, but often, it’s how travellers spend their time (and savings) outside their room which can make a stay perfect,” Jessica Chuang, regional marketing director, Southeast Asia, India and Greater China, Hotels.com said.
“Hotels.com couldn’t have a more obvious name, and indeed, they confirm that insight with their tag line ‘The obvious choice.’ So we wanted to get the notion across that in making holiday decisions, some are more obvious than others. Also, in a category that has low customer loyalty, creative cut through is a must to even get noticed. We feel pretty confident these commercials will make people chuckle,” Marthinus Strydom, executive creative director, Grey Group Singapore, said.