I love travelling, I hate searching
Different Roads, the online organised travel brand, asked us to increase knowledge of the brand nationally by creating an emotional bond with the consumers.
The abundance of supply and advertising pressure in the travel industry has led to us thinking that organising our own holidays is the cheapest and smartest way to travel. But the reality is that we feel stressed, obsessed with prices and frustrated in searches. Exactly the opposite aim of a holiday.
In this context, we turned this great handicap of the industry into the competitive advantage of Different Roads: organised travel without the stress of searching. A unique positioning that meant a shift in the communication in the industry, which we verbalised under the concept: I love travelling, I hate searching.
According to Google, 55% of online travellers say that they have to check too many information sources before taking a decision.
‘I love travelling, I hate searching’ turned the industry’s great setback into the brand’s added value and enabled us to do something that no one expects from a travel agency: criticise our own destinations. That’s how we created an impacting outdoor campaign with headers such as ‘Japan is a downer’, ‘Vietnam is deadly’ and ‘Bored of fjords’. Because the Caribbean can be very stressful and the fjords are boring if you have to read 237 opinions to find the perfect hotel.
With this idea, we papered streets, shopping centres and buses in Madrid, Barcelona and Zaragoza. We reinforced this in the digital channel with fun pre-rolls on YouTube, a teaser campaign with influencers on social media and a performance campaign with 12 creativities of 12 destinations. And to round it off, we contacted tourist offices to tell them that we loved all these destinations really.