Inspired by Real Travelers, Hotwire Celebrates the Power of the Deal in New Brand Campaign
To Counter Other, More Gimmicky Spots, Hotwire Taps Award-winning Documentarian Errol Morris to Capture Consumers’ Love of Scoring a Great Travel Deal
“Our goal with this new brand campaign is to bring the positive experiences our customers have booking on our site to life and illustrate how travelers feel when discovering they can use Hotwire to get the very best travel deal,” said Henrik Kjellberg, president of the Hotwire Group. “We are thrilled to showcase these experiences in two distinct campaigns that show travelers’ happiness while planning their next getaway, especially at the moment of booking and realizing they just saved up to 60 percent.”
Both launch spots broke on June 2, 2014 and will run on major cable networks in the U.S. over the next several months. In the first TV spot, “Hotwire 180,” the travel site highlights the functional benefit of using the site for travel; Morris himself interviews real travelers with hesitation toward blind booking sites and converts them to Hotwire believers once they learn that they can save up to 60 percent on a 4-star hotel, even at the last minute. In the second spot, “How it feels to Hotwire,” the emotional benefits booking on Hotwire are showcased, with in-the-moment celebratory reactions being montaged of customers realizing the incredible deal received at the time of booking.
The campaigns were created by Tiny Rebellion in Santa Monica, CA. The “How it feels to Hotwire” spot was directed by The Mercandentes duo Daniel Mercadante and Katina Hubbard, whose work evokes a more artful approach. The “Hotwire 180” spot was done by award-winning director Errol Morris.
“Hotwire customers have unique and personal reasons for booking travel,” said Lucas Donat, Founder and CEO of Tiny Rebellion. “But the one thing they can all agree on is how finding a great deal makes them feel. That’s the beauty of this campaign.”
Starting today Hotwire’s award-winning website and mobile suite for iOS and Android are completely re-skinned to reflect the new brand. The website also features a visual call-out of the deal/star-upgrade received and allows travelers to search for hotels by name from Hotwire’s Fare Finder feature.
The mobile products have been updated to highlight the percent saved on each booking, and also include images of the hotel booked once confirmed. To download the free Hotwire Hotels app for iOS, visit: https://itunes.apple.com/us/app/hotwire-hotels/id566635048?mt=8. To download the app on Android phones, visit: https://play.google.com/store/apps/details?id=com.hotwire.hotels.
Hotwire.com is a leading discount travel site with low rates on airline tickets, hotel rooms, rental cars and vacation packages. Launched in 2000, Hotwire, Inc. obtains deep discounts from its travel suppliers to help travelers book unsold airline seats, hotel rooms and rental cars. Hotwire.com is an award winning website and Hotwire, Inc. is an operating company within Expedia, Inc. For more information, visit http://www.hotwire.com. Hotwire.com operates sites in 12 countries worldwide: www.hotwire.com, www.hotwire.com/uk, www.hotwire.com/ie, www.hotwire.com/au, www.hotwire.com/nz, www.hotwire.com/se, www.hotwire.com/no, www.hotwire.com/dk, www.hotwire.com/de, www.hotwire.com/hk, www.hotwire.com/mx and www.hotwire.com/sg. In addition to Hotwire.com, Hotwire, Inc. also operates www.carrentals.com.
Hotwire, Hotwire.com and the Hotwire logo are either registered trademarks or trademarks of Hotwire, Inc. in the U.S. and/or other countries. All other trademarks are the property of their respective owners. © 2014 Hotwire, Inc. All rights reserved. CST # 2053390-50.
About Tiny Rebellion
Tiny Rebellion is a change agent advertising agency that helps purpose-led companies disrupt their industry while positively impacting the world. Bolthouse Farms, TRUECar, eHarmony, LegalZoom and Hotwire have all been part of the Tiny Rebellion to make accountable business the most powerful force for positive change. Tiny Rebellion is located in Santa Monica, California, at the epicenter of Silicon Beach.