KAYAK Launches ‘Got That Right’, a New Brand Platform That Brings Trust Back to Travel Planning | News

KAYAK, a leading travel search engine, today unveiled a new brand platform and tagline: ‘Got That Right’, alongside a new campaign designed to leverage the most stressful moment of travel planning: decision-making.

While 66% of travelers say booking trips causes them stress, most travel brands remain focused on selling the excitement of the trip itself. KAYAK takes a different approach by owning the moment before the trip, when uncertainty and doubt are greatest – and trust is most important. The new platform positions KAYAK as the tool that cuts through complexity and replaces doubt with confidence, so travelers can book knowing they got it right.

“Our research underlines the reality that travelers don’t need more information, they need reassurance,” said Carolina Montenegro, SVP Global Brand Marketing at KAYAK. “As travel searches become more crowded and popular and people are bombarded with movies, reviews, stories and more, the information overload is real. ‘Got That Right’ is about giving travelers the peace of mind that they’ve made the best choice so they can avoid doubts.”

The campaign, developed in collaboration with independent agency Rethink, is aimed at travelers aged 25 to 45 and highlights the very real obstacles to booking a trip.

Central to the effort are two 30-second comedy spots.

“Big journey. Small screen.” playfully highlights the decision paralysis millennials often feel when booking trips on anything other than a desktop computer – and shows how the KAYAK app cuts through the noise with clear equations and smart tools.

With one in two (50%) Americans reporting that they have felt overwhelmed by online travel advice at some point, ‘Momfluencer’ pokes fun at the plethora of misleading online travel advice as one mom goes into full-fledged influencer brain before her daughter shows her how easy booking with KAYAK can be.
Supporting 15-second vignettes will expand the idea across social media, positioning KAYAK as the tool travelers rely on to make their trip smooth.

“We have more options than ever when it comes to travel searches, but those options feel overwhelming instead of liberating,” says Tara Lawall, Chief Creative Officer of Rethink’s New York Office. “People become paralyzed by choices and question everything. That’s the tension we saw and it felt like a real opening for KAYAK. That’s why we focused the work on a simple benefit, confidence and that feeling of relief when you know you’ve done it right.”

The campaign will run in North America across TV, CTV, online video, digital out-of-home, digital audio, social and digital channels.