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​Clever Creative: You do you, Hotels.com

Hotels.com knows the struggle of finding the right accommodation at the right price for your vacation — no matter what “right” means for you

​Clever Creative: You do you, Hotels.com

Posted Wednesday May 09th, 2018 by in Creativity + Art.

Hotels.com knows the struggle of finding the right accommodations at the right price for your vacation — no matter what “right” means for you. As travel industry experts, the company realized that the idea of a “traditional vacation” is changing and when it comes to travel, plans are as unique as the people making them. With this in mind, CP+B and Hotels.com introduced the “You Do You” campaign, in which they set out to show the wide scope of their getaway options with a series of short ads:

The Path to Your Destination

As digital marketers, we all know that a great campaign leads customers to an associated landing page through a URL. It is in this task that the marketing team behind “You Do You” showed that they also know the struggle of finding the right URL to do the trick. Now, a rule of thumb is that a URL should be memorable and no longer than 80 characters altogether. And while Hotels.com did indeed create a working URL that explains exactly what they do (and then some), they may have gone a bit overboard … see for yourself:

In case you lost count, Adweek has you covered. There are 2,083 in this URL.

A Campaign About Characters

Many of us at GEM are a fan of the self-awareness technique in advertising (remember the Tide Super Bowl commercials)? Over the years, Hotels.com has employed that technique quite unapologetically on a couple of different levels (“Hello, Captain Obvious.”), and we’ve enjoyed it. Now, having spent many hours trying to create URLs that are concise yet reflect the services offered, we applaud this team’s latest efforts and laugh with (not at) them.

What do you think of this campaign?

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creative!






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