Trivago has been continuously testing new TV ads in the U.S. in an effort to evolve their campaign and optimize their efforts. The company recently produced three new ads, with plans for more in the future. One of the new ads, “Game Show,” features a woman named Sara answering questions about finding deals using Trivago, while another, “The Best Price,” shows a hotel employee explaining how to save money using the platform. These ads are part of the company’s strategy to improve their brand campaign in key markets worldwide.
The initial global ad campaign launched by Trivago used AI to enable their pitchman to speak in multiple languages for different markets. This innovative approach received positive attention but the outcome is still uncertain. The amount of money spent on national TV advertising campaigns is significant, with the ad “Ideal Hotel: Save Up to $30 a Night” costing an estimated $8.3 million. The ad stopped airing on national TV at the end of March, leading to the creation of new ads such as “Game Show” and “The Best Price,” which began airing in April.
In “Game Show,” Sara showcases her expertise in finding deals across multiple websites using Trivago, hinting at the integration of AI for language localization in other markets. The ad has generated an estimated $261,000 in national TV ad spend and reached 55 million household TV impressions. Meanwhile, “The Best Price” features a hotel front desk employee explaining how guests can save up to $50 per night using Trivago, leading to 68 million household TV impressions and $377,000 in national TV ad spend.
Trivago’s new strategy involves giving more emphasis to brand campaigns in key markets around the world in an effort to revive the struggling hotel metasearch company. The executive team is focused on testing and iterating new TV ads to improve their campaign and reach a wider audience. While the use of AI in their ads may be integrated in the future, the current focus is on creating engaging and effective commercials that resonate with viewers. The company’s commitment to evolving their campaign demonstrates their dedication to adapting to the changing landscape of online travel advertising.
