Rethink’s campaign for travel search engine, Kayak, goes outside the square to solve the most stressful moment of travel planning, the decision-making.
While 66% of travellers say booking travel makes them feel stressed, most travel brands continue to focus on selling the thrill of the trip itself. Kayak is taking a different approach by owning the moment before the trip, when uncertainty and second-guessing peak – and confidence matters most. The new platform, Got That Right, positions Kayak as the tool that cuts through complexity and replaces doubt with confidence, so travellers can book knowing they got it right.
“Our research underscores the reality that travellers don’t need more information, they need reassurance,” stated Carolina Montenegro, SVP of global brand marketing at Kayak. “As travel search has become increasingly crowded and commoditised and people are bombarded by reels, reviews, stories and more – information overwhelm is real. Got That Right is about giving travellers the reassurance that they’ve made the best choice, so they can avoid second-guessing.”
The campaign uses humour to reach travellers aged 25-45, poking fun at Millennial dramas over real obstacles standing in the way of booking a trip.
Big trip. Small screen pokes fun at decision paralysis caused by using a phone rather than a desktop computer and shows how the KAYAK app solves it.
Momfluencer parodies at the overload of misguided online travel advice as a mum spirals into full-blown influencer brain before her daughter shows her how simple booking with KAYAK can be.
Supporting 15-second vignettes will extend the idea on social media, instilling trust in Kayak.
“We have more options than ever when it comes to travel searching but those options feel overwhelming versus liberating,” stated Tara Lawall, chief creative officer of Rethink’s New York Office. “People get paralysed by choice and second-guess everything. That’s the tension we saw, and it felt like a real opening for KAYAK. So we centred the work on a simple benefit, confidence and that feeling of relief when you know you got it right.”
The campaign will run in North America across TV, CTV, online video, digital out-of-home, digital audio, social, and digital channels.
