Online travel company Orbitz is attempting to reinvigorate its brand with its first campaign under new agency Havas Chicago.
The creative is designed to reach Millennials raised on gamification apps by centering on the Orbitz Rewards program.
Four 15-second spots show the savvy traveling “Orbitz Duo” as they enjoy the program's benefits, including waived resort fees for fitness classes. Another spot shows Gold Status members being rewarded with a free breakfast in an upgraded hotel room.
A third ad finds them using "Orbucks" to stay another night, which means more time to post images across their social-media profiles.
The campaign will run across social, digital and out-of-home.
Parent company Expedia, whose portfolio includes Trivago, Hotels.com and Hotwire, spent $1.6 billion supporting all of its brands last year. However, i the past few years, Orbitz was placed on the back burner in favor of its other travel platforms.
In January, Orbitz named Havas Chicago as its new AOR to break through the cluttered travel industry and differentiate the brand.