Hotels.com Launches Offline Ad Campaign
JULY 6, 2007. Leading hotel booking site in UK launches above-the-line campaign to communicate new 'Wake Up Happy' positioning.
Hotels.com, part of the Expedia Inc. group of travel companies, is running an above-the-line advertising campaign for the first time in the company's UK history, to promote its newly positioned UK site. The campaign, developed with brand agency Lambie Nairn and booked by MPG, will run across terrestrial and digital TV channels as well as radio stations and is designed to support the recently launched re-branding activity.
The 10-second treatments will be broadcast from July 5th on Channel 4, Channel 5 and key digital channels such as Sky and ITV Digital, followed by radio stations including Virgin, Smooth, Heart, XFM and Talk Sport from July 6th. The lb3.5million campaign will run until the end of September. It will also highlight a Summer Sale, which runs online until the end of August, featuring substantial savings across more than 1,500 properties in four destination categories - UK, Beach, City Breaks and Far and Away.
The Hotels.com site now offers travellers a choice of more than 80,000 properties worldwide, accompanied by high quality pictures, interactive maps, on-site customer reviews and regular special offers, which mean that travellers are offered a wide choice of accommodation at all star ratings with low prices, the most up-to-date information and an honest appraisal of facilities.
Patrik Oqvist, European marketing director for Hotels.com, who has led the UK development of the new positioning, says: "Our first venture into offline TV advertising is intended primarily to raise our profile in our most important European market and add character to the brand. The creative is deliberately unlike that of traditional travel advertising and is designed to create stand-out against the competition. It not only ties in with the new visual identity of the site but is specifically tailored to appeal to our high priority UK customers."
The "Wake up happy" repositioning emphasises Hotels.com's customer service-led approach and is intended to move the site from being a sector-generic URL to more of a consumer brand.
Communications across the new site emphasise its understanding of - and ability to cater for - modern travellers and new features, such as customer reviews, interactive mapping and more detailed room views that have been introduced in the run-up to the re-brand, with more enhancements to come.
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
