YAHOO!7 LAUNCHES TOTALTRAVEL ADVERTISING CAMPAIGN
WHERE TO GO BEFORE YOU GO!
YAHOO!7 LAUNCHES TOTALTRAVEL ADVERTISING CAMPAIGN
Sydney, Australia, 26 July, 2010 – Yahoo!7 today launched its first major advertising campaign to promote its revamped online travel planning destination Totaltravel.com.au.
The campaign, created by Three Drunk Monkeys, illustrates the downside of inadequate holiday planning, and highlights Totaltravel as the “where to go before you go” destination to become informed and avoid holiday disappointment.
Using humour to bring the campaign to life, the advertisement shows a family who have not done their holiday planning on Totaltravel and have accordingly found themselves in a less than appealing hotel. After the family realises their bags have also been stolen, the tagline reads, “Put an end to bad holidays.”
The advertising campaign will run from July to September across television and digital, airing on Channel Seven and 7Two, and online on YouTube and Facebook and other off-network sites.
Harry Burt, General Manager of Marketing at Yahoo!7 said “The campaign was created on the back of research highlighting Australians’ need for a comprehensive online destination to help them plan a holiday with confidence. We use humour to amplify the frequent pitfalls of poor holiday planning, and show them how simple it can be with Totaltravel. We want to make it easier for people to research places to stay, things to do, restaurants to visit, and we also want to help travellers share those experiences and their recommendations with others when they get home.”
Three Drunk Monkey Executive Creative Director, Scott Nowell, said “At some stage everyone’s arrived at a holiday destination expecting an environment of relaxation and pleasure, and got much, much less. We’re identifying that moment, and giving holiday makers a way to avoid it – Totaltravel.”
Yahoo!7 acquired Totaltravel in September 2009. The advertising campaign follows the relaunch of the Totaltravel website at the travel industry trade event Tourism Futures, held in Brisbane earlier this month. Speaking to a crowd of Australia’s most influential travel industry stakeholders at the event, Yahoo!7 announced the launch of the new site which includes extensive accommodation listings, destination guides and travel reviews from users’ friends and peers.
Combining the scale and reach of Yahoo!7 and the breadth of content available on Totaltravel, the newly revamped site is poised to become the leading travel planning resource for Australians.
To view the TVC go to: http://www.youtube.com/watch?v=R_AvzowipLw