CASE STUDY Launching a new proposition into the UK travel market

Provided by Total Media
Total Media created an award winning TV campaign to help launch US travel website Hotwire.com into the UK.
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What was the Challenge / Background of the Campaign?

Hotel travel website Hotwire.com, part of the Expedia family, had an unfamiliar US business model into launch into the UK. They had a clear value proposition, perfect for today's savvy online travel booker, but wanted to acquire these consumers in significant volumes and at an aggressive cost per response.

What was the Campaign Objective?

To build awareness of the brand as well as drive leads and booking to Hotwire.com.

What was the Solution?

We identified their target customers and established that they searched for and booked their short breaks online in clear peaks and flows throughout the day and week. We determined that we had to get close to this point of action; be there to follow this wave of online looking and booking activity. TV offered the most powerful medium to build familiarity and get Hotwire, an unknown brand in the UK, on consumer's shopping lists when they were looking for hotel deals online. And TV could create fame and give consumers trust and confidence to use Hotwire when purchasing.

What were the Results?

The campaign saw huge uptake in response, where the response from branded search terms surpassed predictions by more than 150%, as well as achieving 77% above the forecast volume, and reached the cost per response target, paving the way for further investment by Hotwire into UK TV. The campaign for Hotwire.com won a Thinkbox TV planning award in May 2012 for 'Best use of TV for response'.

What were the Key Learnings of this Campaign?

"Being a new player in the UK online travel market, Hotwire had the challenge of educating the public on our brand and business model as well as driving transactions. Our 2011 TV campaign resulted in an incredible amount of response and solidified TV as an integral part of our marketing in 2012" Annie Winship, Director of International Marketing, Hotwire
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsResponse rates were 77% above the forecast volume
All adultsBoth
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearBUILD AWARENESSBRAND STRATEGY
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