Unbound Edition | Tag: Kayak.com

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Tag: Kayak.com

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The Kayak.com travel search engine is hoping to "flip" from a well-kept secret among frequent travelers to a tool used by mainstream travelers every day. After discovering earlier this year that 68% of consumers who use online travel sites had never heard of Kayak, the company decided to focus on marketing. This week, Kayak is launching its first national advertising campaign on TV, online and outdoors, created by its new agency of record, Goodby, Silverstein & Partners in San Francisco. The creative features the tagline: "Search one and done," a device that resembles the traditional destination/time flip display boards once found in train stations and airports around the world, and a new logo based on this "flippy" device.

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Kayak.com Tries to Build Awareness in Tough Times for Travel

Nov 2, 2009

n a new TV commercial for travel search engine Kayak.com, an old man packs a suitcase. "I'm returning to where it all happened," he says soberly. As though he's referring to a former war site, he says, "We stormed that beach like it was already ours, and after the first shot, it was all a blur." Behind him, on the type of schedule and boarding sign seen at busy train stations, a word and a price appear: Cancun for $139. The witty, 30-second spot is one of three new commercials that play up travel deals in a major ad blitz breaking today from online travel company Kayak.com. The outfit, a search engine for online travel planning that helps travelers compare air fares, rental car and hotel rates, plans to spend most of its $60 million ad budget offline. It is the first big traditional ad play for the Norwalk, Conn., company.

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