Hotels.com has recently teamed up with agency CPB to play off of the common feeling of seeing someone on social media post from an exciting trip, and wanting to be in their shoes. To this, their campaign replies, "Be there. Do that. Get rewarded." The campaign explores what they are calling "hate-like" relationships, where they click like on the picture they see on social media, but hate that they themselves aren't there. The videos of the creative are centered around Hotels.com's character "Captain Obvious" who lists to jealous social media browsers, reasons why they could be on trips like that, by simply booking discounted trips through Hotels.com.
The campaign has 5 spots currently running in the United States, along with various six-second videos, social media, and radio advertising. Hotels.com's wide reach of media along with their consistent use of comedy and Captain Obvious works in a way that reaches a vast group of people, and can relate to almost all of them.
The one flaw in the advertising of a travel-booking company is that people either don't have the time to go on a vacation, or can't afford it. This tactic flips all excuses on its head, and appeals to the relatable fact that people get jealous of other peoples trips, and makes them think about where they could/would want to go. And who doesn't think about posting on social media when going somewhere new and exciting? This campaign appeals to all those people who need encouragement and that little extra push to go commit to that trip they've always thought about going on. In this case, funny and relatable wins, every time.
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