For the newest Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full adverts and extra—try Adweek’s Tremendous Bowl 2023 Advert Tracker and the remainder of our tales right here. And be a part of us on the night of Feb. 12 for the very best in-game protection of the commercials.
As pandemic restrictions loosened and pent-up journey demand let unfastened, three journey manufacturers took the plunge and acquired Tremendous Bowl adverts in 2022.
Just one has booked one other journey to the Massive Sport in 2023.
Final 12 months, Reserving.com used a Tremendous Bowl spot with Idris Elba—the corporate’s first time within the recreation—to reassure vacationers it could be there to satisfy their wants as journey markets reopened. It even gave away practically $500,000 in holidays to locations featured in Tremendous Bowl adverts simply to place clients in an adventurous temper.
This 12 months, the Dutch journey web site goals squarely on the U.S. market by bringing in Emmy Award-winning actress and producer Melissa McCarthy to sing a couple of dream trip “Someplace, Anyplace”—particularly if it has little one care, however even when it curls her hair (“Hiya, humidity!”)
Accompanied by her husband, frequent collaborator and attractive “panorama architect” Ben Falcone, McCarthy illustrates the breadth of worldwide properties on the location whereas singing the praises of options together with cancellation insurance policies and verified critiques.
“The enjoyment and pleasure we get from touring and exploring the world, and even taking a brief journey near residence, provides us such fantastic reminiscences,” mentioned McCarthy, whose final Tremendous Bowl advert look got here in a Kia spot in 2017. “Each time my household travels, we come again as a bit of bit higher variations of ourselves, and we’re instantly impressed to begin daydreaming about our subsequent journey.”
Already a family identify in lots of European markets, Reserving.com is constructing on its 2022 Tremendous Bowl success by launching one other yearlong, multifaceted marketing campaign designed to deliver extra U.S. vacationers to the location. Whereas final 12 months’s Tremendous Bowl advert positioned Reserving.com as a dependable journey provider for the nation’s pent-up demand, this 12 months’s recreation plan has a far greater win in thoughts: making Reserving.com the highest on-line journey agent in america.
“The important thing focus for us is admittedly strengthening ourselves within the U.S. because the No. 1 journey model,” mentioned Arjan Dijk, svp and CMO at Reserving.com. “After which as soon as now we have individuals guide with us, that they guide with us extra, and that’s the playbook branding.”
Someplace, all over the place
Working with artistic company Zulu Alpha Kilo and media company Mindshare, Reserving.com turned the McCarthy-led Tremendous Bowl spot right into a full 12 months of adverts and giveaways. The corporate is internet hosting yet one more Tremendous Bowl sweepstakes, asking viewers comply with @bookingcom on Instagram or TikTok and go away a touch upon any Reserving.com giveaway submit—together with #ShareYourAnywhere and #Sweepstakes—describing the place they’d need to go.
Reserving.com will choose 50 winners at random and provides them every $10,0000 in journey credit to make use of on the location.
As soon as the ultimate whistle blows, a mix of 15- and 30-second commercials will run on audio streaming, on-line and social media channels till the tip of April. Spots together with “Vacay within the USA,” “Good Trip Rental,” “Room Service” and “Double Booked,” all obtainable on Reserving.com’s YouTube channel. One other slate of adverts will roll out in time for the height summer time journey season.
Dijk notes that Reserving.com believes strongly in accelerated momentum and likes to leap on shifts in journey planning each time doable. Because it found through the Tremendous Bowl final 12 months, the center of February kicked off Spring Break reserving season.
In consequence, he and his crew put McCarthy in not less than 10 completely different wigs to create tons of of various executions and canopy varied excessive factors on the calendar for journey.
With Reserving.com’s personal analysis discovering that 73% of worldwide vacationers are extra optimistic about 2023 than they have been about 2022—although 70% of U.S. vacationers are searching for extra worth for his or her greenback—the corporate needs its Tremendous Bowl marketing campaign’s affect to unfold past one given Sunday.
“Consciously, we solely bear in mind 12% of our life, and we play in that house,” Dijk mentioned. “That journey to New York Metropolis, or that journey to San Francisco or to Miami—these are the issues that you simply bear in mind, and we need to make it simpler for individuals to attain that.”
A well-recognized vacation spot
In simply its second try at a Tremendous Bowl marketing campaign, Reserving.com has constructed on a powerful basis of success.
For the 2022 Tremendous Bowl, Reserving aired its 30-second advert with Elba within the fourth quarter and supplemented it with a $500,000 trip sweepstakes and a five-week push of 15- and 30-second adverts. These have been adopted by extra spots towards the summer time and a continuation of Elba’s marketing campaign throughout New Yr’s Eve.
Utilizing Reserving.com’s “check and study” mentality towards advertising, Dijk and his crew used a model tracker that surveyed 3,000 U.S. customers on a month-to-month foundation all through the 2022 marketing campaign. Because the 12 months progressed, they noticed a gentle enhance in Reserving.com’s model consciousness in america.
By the third quarter of 2022, the variety of room nights booked throughout all Reserving Holdings properties within the U.S.—together with Reserving.com, Priceline and Kayak—elevated 30% from the identical interval in pre-pandemic 2019. In keeping with Apptopia, Reserving.com turned the most-downloaded journey app within the U.S. in 2022.
“We’ve got this nice momentum,” Dijk mentioned. “So for me to promote to my boss and to our board of administrators which might be going even greater within the second 12 months was not tough based mostly on these outcomes.”
For the newest Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full adverts and extra—try Adweek’s Tremendous Bowl 2023 Advert Tracker and the remainder of our tales right here. And be a part of us on the night of Feb. 12 for the very best in-game protection of the commercials.
