Dive Brief:
- Hotel search site Trivago is launching a brand refresh and accompanying ad campaign as it looks to stand out in a category that’s seen competition ramp up amid a post-pandemic rebound, according to a press release.
- The company enlisted agency DesignStudio for the overhaul, with a focus on highlighting its metasearch capabilities and communicating an unfussy, upbeat demeanor. Those qualities are embodied in a vibrantly colored “t” logo and “Search Savvy. Feel Super.” tagline.
- A fresh slate of TV ads feature a new Trivago Guy mascot and use artificial intelligence (AI) to tailor localized messages in 10 different languages. Executives indicated that Trivago will continue to leverage AI for creative production to try and stay on the leading edge of travel marketing.
Dive Insight:
Trivago, which is majority-owned by Expedia Group, is hitting the brand refresh button, building on a trend that’s seen companies in a number of categories revamp their identities this year to recognize post-pandemic consumer tastes. Travel has landed among the biggest beneficiaries of loosened COVID restrictions, leading to a flurry of ambitious marketing efforts as companies try to stand out to consumers facing a surfeit of options for planning and booking a vacation.
Trivago is looking to make a stronger impression in this environment through reworked visual assets that carry a stronger pop of color and a sense of optimism, along with ads that apply automated technology to realize more localized messaging and improve production efficiency. A new logo combines a checkmark (representing “search savvy”) and a smile (“feel super”) to form a lower-case “t” representing Trivago. Studio Feixen aided in creating the customized font, called Savvy Grotesk, per press materials.
“This isn’t just an aesthetic upgrade; it’s our way of standing out in the competitive travel market, making sure we cut through the noise,” said Trivago CMO Jasmine Ezz in a statement.
Other visual assets include hand-drawn illustrations made with Niceshit and a door-hanger character named Hank, a brainchild of DesignStudio, who guides users around the hotel search platform. On the advertising front, Trivago has appointed a new actor to serve as Trivago Guy, a role previously played by Tim Williams. A TV campaign reintroducing the plainspoken mascot uses AI to dub his voiceover to fit different markets, an approach that improved customization and “significantly” cut down on production times and costs, according to the release.
“This is just the beginning of our journey in harnessing AI for creative production,” said Johannes Thomas, CEO of Trivago, in a statement. “Our AI-driven campaigns are a testament to our commitment to consistently lead with cutting-edge technology across all facets of our organization.”
Trivago’s TV push is rolling out now in regions like Canada and Denmark and will hit the U.S. closer to Christmas.
