Via Crispin Porter + Bogusky Boulder, CO, Hotels.com has launched new creative to show why it is the obvious choice for booking hotels. The new effort, “The Obvious Choice,” light-heartedly brings to life a funny character that has existed in pop culture for decades. Through the creative execution, Hotels.com debuts a fictional world traveler and the brand’s new biggest fan, Captain Obvious.
The effort broke 2/23 during popular cable programming and will continue to run on major networks and adjacent to hit TV shows in the US and Canada. The campaign, which will also include Captain Obvious social media activations, email marketing, radio spots, cinema, and online banners and video, represents the biggest creative launch in the 23-year history of Hotels.com.
The first TV spot features Captain Obvious walking through a hotel and offering obvious observations before proclaiming that Hotels.com is the best dot com to book hotels and that Hotels.com is on the internet. Future spots will focus on additional obvious differentiators, such as the Hotels.com award-winning mobile app, hotel deals, the brand’s more than 10 million genuine guest reviews, and the Welcome Rewards loyalty program.
Planning and buying was handled by TargetCast.