Adding to the company strategy to re-energise the iconic Wotif.com brand, the campaign will have a digital media focus, supported by radio, and is aimed at celebrating its customers’ travel experiences while promoting its range of products.
Wotif Group general manager Michael Betteridge told Travel Today the launch next week and aims to target the online population of travellers in a move that represents a new direction for the Wotif.com brand.
The driving force behind the campaign is a musical film clip designed by Wotif.com that hopes to resonate in the mind of its consumers to provoke the need for travel.
Research conducted by the online company revealed Wotif customers were inspired to travel through music. Statistics showed that the top five songs that inspired holidays and travel were Leaving on a Jet Plane, New York New York, On the Road Again, Empire State of Mind and I still call Australia home.
Associate professor of psychology at Monash University, Nikki Richard highlighted that 80% of an individual’s emotions are inspired by music which can result in the desire to travel.
Wotif.com will launch its campaign through Facebook and Youtube in the hope to reach a large portion of its target market. Nearly half of its consumers are now using mobile devices, accessing the Wotif.com application, which has been downloaded 900k times across both iOS and android platforms.
Whether your ideal travel destination is a tropical snowy hotel or a cold paradise, Wotifia’s prime objective is to accommodate for any travellers’ needs.
"The campaign is fun, bold and irreverent. We've stayed true to our roots, we're a down-to-earth company and we don't pretend to be anything else," Betteridge concluded.
The Wotifia campaign officially launches on Monday 11 August with a dedicated travel anthem at its core and will run across select radio networks, Google, YouTube, Vevo, Spotify, News.com.au as well as Wotif’s own channels.