UNPACKAGING THE TRAVEL PACKAGE by ENERGY MARKETING & COMUNICACAO for HOTEIS.COM

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UNPACKAGING THE TRAVEL PACKAGE

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Industry Hotels & Resorts, Portals
Media Promo & PR
Market Brazil
Agency ENERGY MARKETING & COMUNICACAO
Creative Director Giba Lages
Art Director Bruno Martins
Released October 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: HOTEIS.COM (EXPEDIA)
Product/Service: ONLINE HOTEL BOOKING
Agency: ENERGY MARKETING & COMUNICACAO
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: ENERGY MARKETING & COMUNICACAO , BRAZIL
Entry URL: http://www.unpackaging.com
Creative Vice President: Vitor Knijnik (Energy)
Creative Online Director: Nelsinho Botega (Energy)
Creative Director: Giba Lages (Energy)
Account Director: Sérgio Silva (Energy)
Film Director: Julio Taubkin (Colméia)
Script Writer: Ricardo Freire (Xis)
Art Director: Bruno Martins (Energy)
Media placement: Broadcast Portals (3) - MSN, IG And Yahoo!Mail - October, 2nd 2009
Media placement: Social Media (3) - Twitter, Facebook And Youtube - October, 2nd 2009
Media placement: Video Sponsorship - Globo.com - October, 5th 2009
Media placement: Channel Yahoo!Videos - Yahoo!Videos - November, 2009
Media placement: Seeding Social Networks - Various - October, 2nd 2009

Describe the objective of the promotion.
The culture of buying travel packages in travel agencies is dominant in Brazil because people believe it´s cheaper, and sometimes, the only way to do it. Hoteis.com challenged this culture of buying mass/undifferentiated travel packages. To challenge, the campaign developed a webseries comparing the two kind of trips. Then a promotion to enrich it was launched. The promotion aimed to bring the consumer to the same challenge: to tell a frustrating trip on video, which made the consumer think about failed or conventional trips.

Describe how the promotion developed from concept to implementation
On October 2nd, 2009 there was the campaign kick off with a press conference. Shortly after that it was launched on Hoteis.com’s twitter, facebook and channel at You Tube. Also seeding in blogs and communities to inform the audience of the webseries and start to build a sense of community over the “independent travelling” subject. Then it launched a contest called “Your Trip Back to You” to motivate Internet users to send videos of frustating trips. The winner of this competition would win a trip to New York so that his/her frustrating trip would be compensated by a Hoteis.com’s award.

Describe the success of the promotion with both client and consumer including some quantifiable results
300 % y.o.y. growth in bookings. Over 660,000 views of the websodes and contest videos. Return in media coverage was equivalent to the entire webserie costs.

Explain why the method of promotion was most relevant to the product or service
Through video contest, Internet users were able to tell of their frustrating trips, bringing them to the concept of thinking about their traditional trips. That would make them eligible to win a trip to New York. The prize was the embodiment of the Independent Travel, while the frustrating trip became the symbol of packaged trip. For the product/service was a method to create awareness and proximity towards the concept of Independent Travel and curiosity regarding this “new culture” of travelling.