Campaign Overview
The ask/objective
To encourage more spontaneous travel and to prove that Hotwire offers the best last-minute deals for travelers, Citizen Relations was tasked with creating an ownable campaign focused on the brand's 'last-minute travel deal' equity and to drive awareness around how it offers the best deals when booking opaque through its Hot Rate deals only 0-7 days in advance. Hotwire's opaque booking process gives travelers the name of the hotel after booking, allowing customers, especially millennials, to book that getaway they didn't think they could take.
Target audience
We narrowed in on a core target for this...