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Stressed consumers urge themselves to ‘book it’ as Wotif kicks off fresh marketing campaign

Travel website Wotif returned to TV last night in a campaign which urges consumers to leave behind the stresses and strains of day-to-day life and book a holiday.

The 30-second ads show fraught and harassed people being told to “book it” by their “inner selves” who are relaxing in a variety of travel poses.

The campaign, called “listen to your holiday self”, is the second major campaign for Wotif from M&C Saatchi and is far removed from the agency’s first work which centred on the fantasy world of Wotifia.

The commercials, which are airing on Nine and Seven, are the first Wotif TV spots for three years and will be supported by digital and social, out of home and radio.

Director of brand and marketing Amanda Behre said it “wanted to put the customer at the heart of the campaign”.

“Research shows Australians are stockpiling their leave which tells us we are all working really hard,” she said. “The premise of the campaign is that when you are feeling stressed at work or a you’re a little bit narky with your family or your partner, you need to listen to your inner self which is saying ‘you might need a break’.”

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The campaign will run throughout October and most of November with Behre adding: “Wotif has been quiet for some time but the brand will be very present during this campaign.”

Pre-rolls are also running on Youtube and Facebook.

Behre said Wotif is also close to rolling out a campaign for its other consumer-facing brand, lastminute.com.au, in the coming months.

“There will be some fun things happening,” she said.

Steve Jones

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