By: Richard Williamson
(Adweek) Hotels.com is rolling out a major image campaign that represents the first advertising for the online booking service by Doner.
While Dallas-based hotels.com would not reveal the value of the campaign, representative Nicole Hockin called it a “multimillion-dollar” effort. Hotels.com hired Doner of Southfield, Mich., as its agency last February.
Using “Best prices, best places. Guaranteed” as a tagline, the campaign will include three television commercials, the first of which began airing this week. The other spots break in August and September.
The print portion of the campaign breaks this week in newspapers across the U.S., including USA Today, The New York Times, Chicago Tribune and The Boston Globe.
The first TV commercial to break is called “Kids.” The other two are “Relax” and “Romance,” all of which utilize the song “The Power” performed by Snap. The spots demonstrate the work of the client’s fictitious team of experts that travels from hotel to hotel conducting research like inspecting bathtubs, testing food and trying out the beds. The ads emphasize hotels.com’s competitive pricing.
Print ads feature a shot of the hotels.com team of experts, logo and theme line. One ad features the headline; “Our experts can help you plan a summer getaway before your summer gets away.”