After a decade of TV silence and a lacklustre social media game, travel platform Orbitz is making its way back into your home.
But this time, they are starting small – 4 key local markets to be exact, including their OG, Chicago. But why TV after the 10-year hiatus?
Director of Brand Marketing, Carey Malloy, is insistent that by putting TV back into the mix, it will add yet another element to assist in expanding their reach – particularly with the millennials that still watch. But don’t think they’re going all in on traditional TV. They want to also capitalise on the opportunities within connected television, digital video and social media.
Possible Brand Refresh?
Actually, no. Orbitz refreshed a bit last year. However, I’m not sure their social media activity, or website content is reflective of the same seriously ‘Wes Anderson’ vibes that come through in their two new YouTube snippets (below).
According to a Havas Chicago spokesperson, the ‘Wes Anderson’ vibe was actually completely intentional:
“The campaign’s off-center, strange, and surreal tone was as intentional as the wardrobe, color palette, and soundscape of the spots.No detail was overlooked in exploring the peculiar world of our Orbitz travelers’ psyche. The ads intend to reel you in, mesmerize you, and then surprise you that it’s about travel at all.”
But does it do that? Or does the annoying tagline override it? See for yourself… ‘Just like that!’
Annoyed yet? This is version two. It seems the first run of it, consisting of 4 videos, can be found on Vimeo and is slightly more understated and a little “cookier.”
I think it is safe to say, they continued on their purpose of showcasing booking with Orbitz and using its rewards offers as ‘instant’ is made clear. My hope is that the most recent iteration doesn’t just end up repurposed on social and that there is more to come! Something less annoying perhaps?
Pair that with their current trend of doubling the previous year’s ad spend, and I think they should be allocating some of it towards some truly creative social media executions. Standing out on social media is going to take a lot more than a pretty holiday picture. My suggestion? Full-on Instagram and aligning other channels accordingly.
Only time will tell how this campaign develops. But kudos on daring to be different! You got my attention.
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