Hotels.com

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Case Study: Hotels.com

The challenge

In the fiercely competitive world of online travel booking agencies, Trivago has the spending power and Booking.com has the name. Hotels.com needed to win the affinity battle across Europe and North and Latin America.

Our approach

We have worked across eight markets from France to Mexico and Sweden to Brazil. Exploring a raft of early stage ideas, we have been integral to developing a coherent brand tone of voice, using Captain Obvious in English speaking markets and parallel campaigns elsewhere.

Results

Captain Obvious’ deadpan one-liners have seen him rise to iconic status and enabled Hotels.com to introduce the concept of Hate-Liking, an edgy but wry, insightful and on-brand observation on travel and social media today. Similarly, irreverent advertising across Europe and Latam has seen a clear brand personality become established the world over and provided a solution to the local-international advertising conundrum.

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