Situation Analysis

Online travel agents (OTAs) emerged in the 1990s, offering a quicker way to find deals and book travel. Since then, they've multiplied and blended together, ruining efficiencies and introducing uneasiness in the booking process.

On a mission to combat this uncertainty, KAYAK.com helps people make confident travel decisions by putting all the options in one place - even the competition - and providing data tools to filter, predict and explore. But introducing people to KAYAK's "one and done" difference is challenging in a crowded category where competitors' marketing budgets are north of $5 billion.

Since its profits are tied to search volume, KAYAK couldn't just coast on likability. The brand needed to increase the size of its conversation and keep top-of-mind with consumers ... and do it in an economical way leading into the busy summer travel season.

Our Challenge

Showcase how KAYAK enables confident travel - and get people talking about it with social chatter instead of billion-dollar budgets.