Hotels.com launched a new brand campaign following the success of ‘A Special Place’, the initial brand campaign launched last year. The new ads focused on helping users find the ‘perfect stay at the best prices, and letting them do more with their savings’.
Titled ‘Instant Savings’, and created by Grey Group Singapore, the campaign comprises a series of humorous yet relatable short films revolving around the theme of users saving money, reaping the benefits, and maximizing their vacation. Shedding light on the multitude of entertainment options available to Hotels.com members, the ads illustrate several oft-relatable travel episodes: a young couple on their honeymoon debate their itinerary options; another ponders how best to accommodate their children in favor of a quiet moment together; while a third spot comically features a couple scrimping and having to subsist on an instant noodles-based diet. The difference? The first two couples are Hotels.com members.
Recognising the potential and opportunity for major growth in Asia, Jessica Chuang, Regional Marketing Director, Southeast Asia, India and Greater China of Hotels.com brand said, “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.”
Marthinus Strydom, Executive Creative Director, Grey Group Singapore, 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.”