‘Spooky’ Trivago Girl ads ditched as brand trials refresh in Australia

Trivago’s notorious advertising campaign featuring a deadpan woman has been culled in Australia as the brand tests a “new direction”.

Trivago Girl no more

The campaign ‘Trivago Girl’ became a surprising viral hit last summer when the German travel brand spooked out London commuters by ‘taking over’ the capital’s tube stations with posters of Australian actress Gabrielle Miller.

Although it ran as a television commercial in Australia, the campaign never quite matched the cult following locally that it gained in the UK.

As such, the Expedia-owned brand’s latest Australian campaign, released on television today, has taken a more youth-focused approach by showing a group of friends living it up in Thailand.

Jonathan Laing, a Kiwi who works in Trivago’s creative production team in Dusseldorf, reads the ad’s voiceover, which lists all the travel services available on the platform.

Created in-house, the ad campaign will serve as a trial run as Trivago Girl continues to run globally.

Diana Vidovic, Trivago’s regional manager, said Miller’s omnipresent appearance had helped boost brand awareness, but that it was time to move towards a a more “holistic approach”.

She said: “Trivago Girl, played by Australian Gabrielle Miller, has been phenomenally successful in building brand awareness and encouraging travellers to visit our website so that they can compare the different hotels on offer.

“However, over the last year we have been moving towards a more holistic approach focusing on the complete travel experience, rather than just price comparison, and these new ads have pre-tested highly for audience engagement.”

She added: “It’s early days but if the ads prove a hit, his Kiwi accent may well go global.”


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