Hooroo launches ATL push, ‘We’re all travellers’

HoorooSocial media travel site Hooroo has moved into the above the line phase of its launch with an outdoor and online video component.

Using the tagline “we’re all travellers”, the campaign is aimed at travellers of all stripes, with a manifesto-style TV ad.

The campaign continues the use of the “that place” hashtag and messaging that initial social media seeding activity centred around.

Hooroo head of marketing, Lija Wilson said in a media release: “After four weeks of social seeding, we are moving into phase two of our launch. This phase focuses on expanding on the brand story and emphasising Hooroo’s differentiated approach – to offer inspiration and social discovery as well as the ability to book somewhere to stay.”


Creative Team:
Digital & Video
Brian Merrifield – Creative Director
Jane Burhop – Copywriter
James Crawley – Art Director
Vincent Leong – Designer
Sam Navin – Copywriter
Rebecca Reigger – Art Director
Jesse McCormack – Art Director
Rebecca Griffiths – Copywriter

Account Management
Allison Gordon-Parry – Senior Account Director
Brioni Pickhaver – Account Director

Video Production
Lauren Free – Agency Producer
Jungle Boys – Production company
Craig Melville – Director
David Curry – Producer


  1. Daniel-Jacob Santhou
    16 Aug 12
    11:43 am

  2. Targeting a relatively younger audience of 20-30 year olds? It seems so to me with the voice over of the girl, and the music played in the background. That resonates deepest within me. I fit within this age group, and I consider myself a traveller and never a tourist.

  3. SamBeech
    16 Aug 12
    12:36 pm

  4. I don’t know that their target is young but I’m impressed with the approach. It’s nice to see someone in travel doing something a bit more social and although I haven’t used the site to book a hotel, I tip my hat to whoever is running their content. It’s good stuff

  5. Woody
    16 Aug 12
    1:34 pm

  6. I dig it.

  7. Jackson
    16 Aug 12
    2:45 pm

  8. Finally Qantas doing something remotely current in social

  9. Catherine
    16 Aug 12
    3:29 pm

  10. “A tourist and not a traveller” is a bit of a cliche. It’s all semantics, really. That being said, I enjoyed the TVC and had noticed the outdoor ads. Will be checking out the site for sure.

  11. CodeRed
    16 Aug 12
    4:05 pm

  12. Was the creative English ? In Australia, thongs are shoes !