British hotel booking website 'LateRooms' is rebranding itself to be the go-to booking site for adventurous travelers. The 'It’s Going To Be A Great Night' campaign promotes this message by satirically focusing on the excitement of travelers in the buildup of events like a Christmas fancy dress party.
LateRooms' newest campaign follows in the footsteps of competing sites like Booking.com, who rely on similar values like humor. LateRooms feels that in such a saturated booking website market, a simple image of a beach or luxury hotel just isn't enough. The goal of the new campaign is for the brand to dictate to consumers the reasons for traveling.
This playful ad depicts two overly-excited men ready to go to a costume party, outrageously dancing in the car.
Adventure-Based Holiday Ads
LateRooms' It’s Going to Be a Great Night Ad is the Brand's New Motto
Trend Themes
1. Adventure-based Holiday Ads - LateRooms' rebranding campaign focuses on promoting adventure and excitement in travel booking.
2. Satirical Marketing Campaigns - LateRooms' 'It's Going To Be A Great Night' campaign utilizes satire to engage with consumers and differentiate from competitors.
3. Personalized Travel Experiences - LateRooms aims to dictate to consumers the reasons for traveling, emphasizing the importance of unique and personalized experiences.
Industry Implications
1. Hospitality and Travel - LateRooms' rebranding campaign presents disruptive innovation opportunities in the hospitality and travel industry by offering adventurous and personalized booking experiences.
2. Digital Marketing and Advertising - LateRooms' satirical marketing campaign showcases opportunities for disruptive innovation in the digital marketing and advertising industry by using humor to engage with consumers and stand out from competitors.
3. Online Booking Websites - LateRooms' focus on adventure and personalized travel experiences presents disruptive innovation opportunities in the online booking website industry, challenging the traditional approach of showcasing beach and luxury hotels.