Campaign: The Last Click
Travel Republic is an online travel agent. The site features over 275,000 hotels as well as flights with over 100 airlines to more than 650 destinations. All bookings benefit from a Lowest Price Guarantee.
To date the business has been successfully built through digital direct response, smart retargeting, a well-designed booking engine and strong recommendation from happy customers. Travel Republic came to Antidote to create advertising to deliver continued growth in an increasingly crowded market.
Idea – The Last Click
The average booker spends 70 days online looking for their perfect holiday, visits over 27.5 websites and obtains multiple holiday quotes before making their booking. People are prepared to spend a significant amount of time finding their perfect holiday and ensuring they get it for the best price.
The holiday market is cluttered with companies showing off stunning locations and using vague value terms such as ‘low cost’ ‘cheap’ ‘deals’ and ‘offers.’ Leveraging Travel Republic’s Lowest Price Guarantee, Antidote saw an opportunity to flatter the consumer’s role in the purchase and subvert market conventions by talking about the holiday booking process, rather than the holidays themselves. This campaign isn’t promoting better holidays, it’s promoting a better way to book them.
The campaign deliberately uses clichéd stock footage and celebrates the long research process, encouraging consumers to make Travel Republic ‘The Last Click’ for their holiday.
The campaign launched on June 16th. Watch this space for results.