A German challenger brand seriously disrupting the UK travel market
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VIDEO | Launch TV Advert
The Brief
- Having tested the UK market by booking TV direct in the Summer of 2010, Trivago appointed MNC to implement an alternative strategy.
- While an established brand in most of Western Europe, Trivago approached the UK market as an un-known challenger brand that needed to communicate their unique position as a hotel comparison site, rather than another travel agent.
- Highly analytical methodology was required to report ROI to a company with extensive experience of response advertising across Europe
Results
- We have helped Trivago outthink, rather than outspend, established brand leaders in a hugely competitive sector
- We have managed to establish a successful year-long ROI strategy, whereas other competitors are only able to advertise seasonally
- Investment into TV advertising has increased significantly and Trivago’s 2011 investment has increased by 600% year on year
- Based on the success of results delivered, our strategy and methodology for the UK market continued into 2012