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