Campaign details

Brand: Hotels.com
Agency: Weber Shandwick Singapore

Man's best friend - introducing the Hotels.com pug mascot.

The challenge

Background

  1. Brand loyalty among Online Travel Agents such as Hotels.com is low and consumer decisions are often driven by the best price.
  2. Hotels.com wanted to gain mindshare among a key target audience -millennials -with an initiative that would differentiate its brand.
  3. We looked to develop something that would give Hotels.com a unique voice, capture attention and drive resonance in Taiwan and Thailand.

Our objectives

  1. Increase brand awareness and share of voice among competitors.
  2. Increase product education of Hotels.corn's unique features, including its Rewards program.
  3. Drive traffic to Hotels.com by incentivizing first-time users and empowering consumers to get the best value through our deals.

The strategy

Core insights