These days, technology makes a lot of decisions for people – what insurance to choose, what book to buy, what posts you’ll read…what holiday to pick. Internova Travel Group, one of the industry’s largest travel services companies, wants to remind people that choosing to book travel through humans may be the best travel decision they could ever make. The humorous campaign, Go Human. Book Human, by agency, Broken Heart Love Affair, personifies AI, to show why relying on algorithms to plan vacations can sometimes lead to disappointingly cookie-cutter outcomes. It’s a well-timed campaign, with the world emerging from travel shutdowns and a year of people trying to resolve cancelled bookings. As Americans return to travel, a recent survey conducted by Internova found that 79% of respondents prefer working with a human being over a computer bot to plan an important trip.
“The Covid-19 pandemic brought to light the horrors of travel disruption in a new way,” stated J.D. O’Hara, chief executive officer of Internova Travel Group. “Individuals and families left stranded with no refunds and limited support gave way to a climate of extreme frustration. Many realised that getting travel wrong, personal or business, can have very real, very strenuous consequences. That’s when travel advisors were called in to save the day.”
The campaign, which will run over the next three months, features a longform video and out-of-home in New York and Los Angeles, along with paid and organic social, digital, and public relations. Ironically, the most innovative component of the human-centered campaign is the web experience, led by Broken Heart Love Affair’s sister agency, Lifelong Crush. The site, BookHuman.Travel, connects people directly with human travel advisors across the US from Global Travel Collection, the luxury and premium travel division of Internova Travel Group.
“The old way just became new again,” stated Brent Rivard, chief marketing officer at Internova Travel Group. “People today have access to a plethora of online booking algorithms to plan their vacations, but artificial intelligence won’t give you a unique, personalised experience, and it doesn’t particularly care if anything goes wrong. Bots are simply programmed to sell, not care. It’s time for humans to take back what’s rightfully theirs.”
Credits:
Client: BookHuman.Travel
Agency: Broken Heart Love Affair
Partners, Chief Creative Officers: Carlos Moreno, Denise Rossetto & Todd Mackie
Creative Directors: Jordan Hamer, Spencer Dingle
Copywriter: Jordan Hamer
Art Director: Spencer Dingle
Designer: Rasna Jaswal
Agency Producer: Erica Metcalfe
Partner, Chief Strategy Officer: Jay Chaney
Partner, Chief Business Officer: Beverley Hammond
VP, Client Success: Cass Farry
Account Director: Naomi Olsen
Production Company: Frank Content
Director: Rodrigo Garcia Saiz
Executive Producer: Danielle Kappy
Producer: Keren Kilcoyne
Director of Photography: Rory O’Grady
Post Producer: Nathan Dharamshi
Production Service Company: Gatehouse
Executive Producer: Beverley Wynn
Bidding Producer: Karin Tanchel
Editing: Jaco Rossouw @ Black Ginger
VFX: Black Ginger
Online: Eddie Addinall
Motion Graphics Designer: James Paznar @ Super Duper
Audio: Daenen Bramberger @ OSO
