The ad breaks today (17 May), and is specifically designed to demonstrate the site’s ‘obsession’ with hotels. It has been created by Lambie Nairn, which recently retained the Hotels.com above-the-line account following a competitive pitch. Media is planned and bought by Media Planning Group.
The spots will focus on the reasons why consumers should book their accommodation through Hotels.com.
The brand strap line – that travellers “Wake Up Happy” with Hotels.com – will be retained, but the new campaign is being used to introduce a brand character.
Martin Clunes voices the campaign, which features the hotel-obsessed brand character musing on the reasons why Hotels.com is the best site on which to book hotel accommodation.
Reasons highlighted in the campaign will include the breadth of hotel choice and the site’s Price Match Guarantee.
The first three week burst which will include 20 and 10 seconds long TV spots across ITV, C4, five and major digital channels, will focus on the number ofhotels available and the customer reviews of those properties.
A follow-on campaign which will break after the World Cup in July will repeat these themes and will introduce Hotels.com’s Price Match Guarantee for its users.
Matthew Walls, marketing director EMEA at Hotels.com, says: “The Hotels.com brand is now well-established amongst our core consumer base, so this campaign is about reinforcing the reasons to book with us over our competitors.
“The range of hotels that we offer along with all the ways that we help our customers to find the best one for their needs – from reviews to advanced search tools – set us apart from the competition. We also think the fact that our users can be certain they’ve got the best price available if they book with Hotels.com will act as a big draw.”