Hotels.com has recently launched its new TVC with the theme of “A special place”, instead of promoting the prices and deals to cut through each other’s offerings, the hotel booking platform wants to highlight the quality time with family and loved ones on a hotel break.
Created by Grey Group, the video includes the special moments of a child with his family (where fairytales find their seekers), the happy moments of a married couple (where conversations are held without words), and the romantic moments with the loved ones (the ones where thefts are of a romantic kind) to show that the hotel experience is unique.
With all the different scenes in the video throughout different markets, the website aims to extend its target audiences to families with kid, young couples, friends, elder couples and more.
"This creative moves away from some practical norm, such as price and price comparison," said Nelson Allen, senior director of marketing at Hotels.com APAC.
"We want to tap into this opportunity by telling our current and potential customers that staying in hotels provides a uniquely different experience that is incomparable with home stay. HD TVs, free Wi-Fi, luxurious bath products, free in-room coffee and tea service, and even access to an acclaimed exercise facility – all things that we think are important to offer our guests, we list them out on our website."
The new series of commercials is scheduled to air on TVB Jade and ViuTV, as well as on online video distribution platforms such as YouTube using programmatic video.
Following the launch of the TVC, the hotel booking platform will also roll out social media campaigns on its Facebook page, such as asking customers to share their memorable travel story which happens in the hotels.