Quirky Hotwire campaign hides hotel names to lower prices for consumers
Discount travel website Hotwire is taking a simple, yet quirky, approach to promoting its hotel rooms offered at a big savings for the July 4th holiday.
The Hotwire Effect
Hotwire announced its biggest sale of the year, addressing the travel woes of millions this Independence Day, which for the first time in six years inconveniently falls on a Wednesday. The 'Hotwire Effect XL Sale' gives travelers the ultimate freedom to book participating four-or-five-star hotels the weekend before, during, or the weekend after the Fourth of July holiday for a set price of just $49 per night – an average savings of $157 each night.
"At Hotwire, we know how much everyone looks forward to celebrating America's independence with family and friends on the Fourth of July - me included! Since the fourth falls mid-week this year, it's harder for people to find the time to get away with family and friends, so we are super excited to give everyone the freedom to travel around the Fourth of July with our biggest sale of the year: The Hotwire Effect XL," commented Hotwire president Neha Parikh. "With this sale, travelers will be able to experience luxury hotels in America's hottest destinations for just $49 per night and they will have the freedom to travel the weekend before, during or the weekend after the Fourth of July!"
The creative concept by FCB West is simple: by hiding the name of the hotel until after booking, Hotwire allows customers to find four-star hotels at two-star prices. 'The Hotwire Effect' campaign is aimed at reinforcing the brand's ability to unlock the kind of deep value travelers will discover this Fourth of July holiday. The series of spots features Hotwire's signature homey jingle and fun travel scenarios where high hotel prices are slashed while a giant finger masks the hotel name. When the finger covers the name, there's is celebration and cheering. When the name is uncovered, the fun ceases.
The 15-second commercial spots appear on NBC, ABC, Comedy Central, ESPN, CBS and HGTV.
"Offering luxury four- and five-star hotels for just $49 is truly an incredible deal which won't last long, so travelers need to act fast to feel the Hotwire Effect," continued Parikh, who noted that the booking window begins on June 26 and remains while supplies last. The fixed $49 per night fare applies to the first two nights of travel in the June 28-July 8 timeframe.
