Kayak Brand Campaign


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This brand campaign was presented in Fall 2008 at the VCU Brandcenter in Richmond, VA. Campaign Team Included: Brand Manager: Nerissa Marbury Communication Strategist: Ben Alter Art Director: J.D. Humphries Copywriter: Tristan Smith

Published in: Business, Technology

Kayak Brand Campaign

  1. 1. The pricelines, orbitz, and travelocities of the world are all out to sell tickets. They are online travel agencies.
  2. 2. But Kayak.com is fundamentally different and we need to help YOU, the online traveler, to look at Kayak.com in a completely different way.
  3. 3. The major hurdle is confronting this unawareness issue. The issue that travelers assume Kayak is no different from the rest. 1 UNAWARE OF DIFFERENCE and therefore assume they all do the same thing
  4. 4. However, this is far from the truth. Unlike the online travel agencies that sell stock travel inventory and earn commissions...
  5. 5. no selling no hidden agenda real time prices real time availability search engine
  6. 6. SEARCH ENGINE PHILOSOPHY Much like Google, Kayak embodies the same spirit that we coined the search engine philosophy.
  7. 7. Allows the user to be king
  8. 8. Believes the more we know the better we are.
  9. 9. There’s always more out there.
  10. 10. Provides countless ways to achieving that.
  11. 11. Opportunity: to take an holistic stance on travel
  12. 12. 2 OUR CHALLENGE A significantly smaller marketing budget compared to our competitors $30M v $300M
  13. 13. TARGET: The Bubble-Breakers
  14. 14. Their World 87M The Rest of the 9-5 monotony World Global citizen Seek experience Relatively flexible “For me the first great joy of traveling is simply the luxury of leaving all my beliefs and certainties at home, and seeing everything I thought I knew in a different light, and from a crooked angle. In that regard, even a Kentucky Fried Chicken outlet (in Beijing) can be both novelty and revelation.”
  15. 15. Travelers not tourists work doubt want to leave their time bubble but have a ideas few restrictions. money waste curiosity driven
  16. 16. James Toepel 23 years old After finally quot;officiallyquot; graduating from the University of Washington, I knew the process of de-educating myself was not going to be easy. So with a one-way ticket to Buenos Aires, and a full backpack in hand, I set out with no particular goal in mind, other than to explore as I want, at the pace I want, with as few restraints as possible.
  17. 17. Video of James
  18. 18. Adrienne Nothnagel 26 years old I’m about to finish my first year of work in the “real world” and I have to tell ya the 9-5 day is something I’m going to have to get used to. I’ve never been one to settle and the monotony of the daily routine is getting kind of stale. I guess the reason I love to travel is to get out of my comfort zone and experience the world for everything it has to offer.
  19. 19. Kayak encourages the world to travel
  20. 20. Bringing Kayak.com to the World
  22. 22. OOH Oversized posters placed on construction site barrier walls, sidewalk covers and bus shelters throughout major metropolitan cities. The “FROM” rectangle is an actual die-cut window framing your current city’s busy surroundings.
  23. 23. KAYAK.COM OOH Subway riders can get inspired to travel and use their mobile phone to get real-time fares using semicodes.
  24. 24. KAYAK.COM KAYAK.COM Real-time Desktop Application Partnership User sets computer desktop background with pictures of destinations they wish to travel to one day. Partner with cooliris, a photo search engine. The special kayak utility allows you to tag real-time fare Fare rates in the bottom right corner are updated as the pictures loop. to photos.
  25. 25. KAYAK.COM Facebook Application Anywhere a location is specified on facebook, kayak would provide real-time fare.