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Wotif launches bold new campaign

August 8, 2014 OTA News No Comments Email Email

Australia’s favourite online travel destination Wotif.com has today announced a bold, new brand campaign titled Wotifia.

Forming part of a strategy to re-energise the iconic Wotif.com brand, the Wotifia campaign will have a digital media focus, supported by radio, and is aimed at celebrating its customers’ travel experiences while promoting its range of products.

The campaign was developed in collaboration with the world-leading creative team at M&C Saatchi Australia and will run across owned channels as well as paid digital and radio channels.

The Wotif Group’s General Manager of Marketing Michael Betteridge said the Wotifia campaign represents a new direction for the Wotif.com brand.

“Wotif.com is an iconic brand, we’ve been around for 14 years now, but we need to build on the legacy of trust and appeal for the next generation of the travelling public,” Mr Betteridge said.

“We’re best known for domestic accommodation for good reason: we have more Australian properties than any other site and more than one million Australian hotel reviews but we’re much more than that.

“We have a huge range of domestic and international accommodation and flight deals as well as packages for both domestic and short-haul international travel.”

Wotifia represents the first major brand campaign for Wotif.com since 2010. Another key development for Wotif.com includes a responsive design site upgrade, which allows a seamless search experience for customers across all devices; desktop, tablet and mobile.”

“We had previously indicated that we were ramping up both our technology and marketing focus, as part of our investment into our portfolio of iconic travel brands, and this campaign forms a large part of that focus,” Mr Betteridge said.

“It’s the perfect time to remind people about Wotif.com and take the opportunity to refresh our brand, especially as we enter peak travel booking periods ahead of school holidays and the summer break.

“The campaign is fun, bold and irreverent. We’ve stayed true to our roots, we’re a down-to-earth company and we don’t pretend to be anything else.”

The Wotifia campaign officially launches on Monday 11 August with a dedicated travel anthem at its core and will run across select radio networks, Google, YouTube, Vevo, Spotify, News.com.au as well as Wotif’s own channels.

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