- Kayak has dropped a new brand platform and tagline that aims to ease the stress of travel booking called “Got That Right.”
- The new effort positions Kayak as a resource to simplify the process of searching across sites and gives confidence during the booking moment.
- The campaign, which was created with agency Rethink, targets travelers aged 25-45. It centers around two humorous :30 spots run in North America across TV, CTV, online video, digital out-of-home, digital audio, social and digital channels.
Kayak did research that found that 66% of travelers say booking travel makes them feel stressed, yet most travel brands focus their marketing on the thrill of the trip. Kayak is leaning into the stress to offer confidence.
“Our research underscores the reality that travelers don’t need more information, they need reassurance,” said Carolina Montenegro, senior vice president of global brand marketing at Kayak, in a statement. “As travel search has become increasingly crowded and commoditized and people are bombarded by reels, reviews, stories and more – information overwhelm is real. Got That Right is about giving travelers the reassurance that they’ve made the best choice, so they can avoid second-guessing.”
