- Hotel search site Trivago is launching a brand refresh and accompanying ad campaign because it looks to face out in a category that’s seen competition ramp up amid a post-pandemic rebound, in line with a press release.
- The company enlisted agency DesignStudio for the overhaul, with a concentrate on highlighting its metasearch capabilities and communicating an unfussy, upbeat demeanor. Those qualities are embodied in a vibrantly coloured “t” logo and “Search Savvy. Feel Super.” tagline.
- A fresh slate of TV ads feature a latest Trivago Guy mascot and use artificial intelligence (AI) to tailor localized messages in 10 different languages. Executives indicated that Trivago will proceed to leverage AI for creative production to try to stay on the forefront of travel marketing.
Trivago, which is majority-owned by Expedia Group, is hitting the brand refresh button, constructing on a trend that’s seen corporations in numerous categories revamp their identities this 12 months to acknowledge post-pandemic consumer tastes. Travel has landed amongst the largest beneficiaries of loosened COVID restrictions, resulting in a flurry of ambitious marketing efforts as corporations attempt to stand out to consumers facing a surfeit of options for planning and booking a vacation.
Trivago is seeking to make a stronger impression on this environment through reworked visual assets that carry a stronger pop of color and a way of optimism, along with ads that apply automated technology to understand more localized messaging and improve production efficiency. A latest logo combines a checkmark (representing “search savvy”) and a smile (“feel super”) to form a lower-case “t” representing Trivago. Studio Feixen aided in creating the customized font, called Savvy Grotesk, per press materials.
“This isn’t just an aesthetic upgrade; it’s our way of standing out within the competitive travel market, ensuring we cut through the noise,” said Trivago CMO Jasmine Ezz in a press release.
Other visual assets include hand-drawn illustrations made with Niceshit and a door-hanger character named Hank, a brainchild of DesignStudio, who guides users across the hotel search platform. On the promoting front, Trivago has appointed a latest actor to function Trivago Guy, a job previously played by Tim Williams. A TV campaign reintroducing the plainspoken mascot uses AI to dub his voiceover to suit different markets, an approach that improved customization and “significantly” cut down on production times and costs, in line with the discharge.
“This is only the start of our journey in harnessing AI for creative production,” said Johannes Thomas, CEO of Trivago, in a press release. “Our AI-driven campaigns are a testament to our commitment to consistently lead with cutting-edge technology across all facets of our organization.”
Trivago’s TV push is rolling out now in regions like Canada and Denmark and can hit the U.S. closer to Christmas.
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