Hotwire's Campaign Targets Spontaneous Travelers

Hotwire’s newest digital advertising campaign encourages more spontaneous getaways for weekend warriors to escape the mundane.

The four new ads continue the successful 2015 #BeSlightlyAdventurous brand, developed by the Heat Creative Agency. The work represents a diverse set of potential travelers and their destinations.

In “Road Trip,” a family of four explores rural scenery and quirky characters. An African-American couple escapes to New York City for a “Three-Day Weekend.” A woman in a grocery store checkout daydreams about exploring New Orleans in “Have a Good Weekend.” Finally, a man’s near miss with a bus leads him to a nude California beach in “Near Death.”



“We know more than half of all Hotwire’s hotel bookings are made within zero to two days of departure,” communications director Carrie Peters tells Marketing Daily. “And more than 90% of hotel bookings for the last 12 months were made for trips of four days or less.”

She declined to share the amount of the advertising buy.

Just in time for spring break, the company also shared its top 12 most popular beach towns with the biggest price drops from March 2015:

  • Myrtle Beach, S.C. (average daily rate $89) 
  • Newport Beach, Calif. (average daily rate $120)
  • South Padre Island, Texas (average daily rate $124) 
  • Carlsbad, Calif. (average daily rate $132) 
  • Coronado, Calif. (average daily rate $132)
  • San Diego, Calif. (average daily rate $132)
  • La Jolla, Calif. (average daily rate $133)
  • Honolulu, Hawaii (average daily rate $157)
  • Panama City, Fla. (average daily rate $159)
  • San Francisco, Calif. (average daily rate $170)
  • Puerto Vallarta, Mexico (average daily rate $189)
  • Clearwater Beach, Fla. (average daily rate $196)

"Being slightly adventurous means saying ‘Yes’ to long weekends and spontaneous trips, which is exactly what our Hotwire tribe of travelers do," said Elisa Humphrey, Hotwire’s senior director of brand marketing in a statement.

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