launches a new brand
advertising campaign this week that introduces the new Hotels.com “team of
experts” who are shown checking out everything a traveler needs to know
about hotels. The creative, the first from advertising agency Doner since
winning the account in February, focuses on the company’s prowess in hotel
accommodations through humor and is designed to spark a personal
connection for people making hotel reservations.
“The entire campaign is consistent with the concerns and desires of anyone
looking to find the perfect hotel for their trip. Hotels.com is a leader
in this highly competitive industry because we provide our customers with
the tools and personal interaction that make them feel confident when
booking a hotel, and this campaign demonstrates all of the elements behind
that expertise,” said Cheryl Rosner, president of Hotels.com.
The television portion of the campaign features three :30 television
spots, “Kids,” “Relax,” and “Romance,” all which utilize the song, “The
Power” performed by Snap. The spots demonstrate the work of the Hotels.com
fictitious team of experts who travel from hotel to hotel conducting
research that consumers don’t have time to do including inspecting bath
tubs, testing out the food, trying out the beds, etc. The commercials also
highlight Hotels.com’s competitive pricing for hotels in top destinations.
“Kids” breaks nationally this week on cable and network television.
Hotels.com will launch a fully integrated campaign with Radio, Print and
“The consumer response from these ads is overwhelmingly positive; clearly
reflecting the value that Hotels.com provides to our customers,” Rosner