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An Ode to Social Distancing from Hotels.com

  • Posted by Arielle Rubenstein
  • On March 27, 2020

Link to ad: https://www.youtube.com/watch?v=6dimCZCfGMI&feature=youtu.be 

Though hotels, resorts, and travel brands are eager to have guests back in their hotels – sometimes all a brand can do is support the state and federal orders for people to stay at home.

Hotels.com recently developed messaging in only a way Hotels.com can, which also emphasized the number one thing most viewers can do to fight COVID-19: STAY HOME! 

Hotels.com Ad Messaging: 

This is Captain Obvious

He’s going to be social distancing for awhile

And you should too

Tagline: Just Stay Home 

Why We’re Loving It

  • This ad is a total departure from Hotels.com’s typical messaging/tagline of “Be there, do that, get rewarded.”
  • The focus of this 0:15 ad flips their brand messaging on its head.  This ad encourages people to NOT be there and NOT do that.
  • The character of Captain Obvious works well for this message because – at this point, public sentiment is that it is obvious that people need to stay at home.
  • The popcorn element is a nice touch because the concept is a bit, bear with us, *corny*. It shows that the brand is aware of this messaging pivot and they’re using self-deprecating humor to appeal to travelers.
  • The simple set design and (what appears to be) low production value exemplifies that a brand does not need to spend a lot of money on a robust ad campaign to produce a relevant and timely commercial. 
  • Public sentiment on the ad is overwhelmingly positive, and the comments are congruent with the supportive comments we’ve seen on posts about hotels temporarily closing. 
    • “It’s wonderful to see an example of corporations caring about public health rather than dancing around the issue.” – comment on hotels.com ad
    • “Sad to see my favorite Tulum hotel close but it is the most responsible action and commend you. Look forward to spending time at Nest again in the near future.” – comment on a hotel in Tulum’s closure notice  https://www.instagram.com/p/B-DHdA5DH-k/ 
  • Consumers appreciate that travel brands are prioritizing public safety over the bottom line, and it may instill a more positive brand affinity. 
  • Overall, this ad appears to be a successful exercise of conveying a public service announcement in a branded manner.

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