Dive Temporary:
- Motels.com is introducing a brand new mascot to advertise financial savings accessible via the Expedia Group-owned travel-booking website, in accordance with a press launch.
- Bellboy, an anthropomorphic lodge desk bell standing about 18 inches tall, stars in a brand new marketing campaign supporting a sale working via Might 26. The trouble, which features a jingle, seems on Instagram, TikTok and YouTube, in addition to Motels.com’s web site and app.
- Bellboy will start cropping up in Motels.com’s world advertising and marketing within the coming weeks. The model is switching up its ambassador technique at a time of turbulence for the journey business, which is contending with the chaos of President Donald Trump’s tariff agenda.
Dive Perception:
Motels.com is placing a mascot front-and-center in its advertising and marketing as soon as once more, this time via what the platform payments as the primary “spokesbell.”
The model, beforehand recognized for adverts that includes a Captain Apparent character performed by actor Brandon Moynihan, is tweaking its method with the puppeteered, cartoon-like Bellboy, who is supposed to exude confidence whereas sharing journey hacks and financial savings discovered from an upbringing within the hospitality business. A significant a part of Bellboy’s directive is educating individuals about instruments accessible by way of the Motels.com app, like a brand new value alert perform that notifies customers when a lodge they’re watching drops its charges, that would assist drive loyalty.
Social media movies backing Bellboy are soundtracked by songs with on-the-nose lyrics describing Bellboy — “He’s a bell, he’s a boy, he’s Bellboy!” — and touting a significant gross sales push working via late Might. As a part of this system, Motels.com is providing shoppers 25% or extra on a big selection of keep choices, in addition to the prospect to earn 50% extra rewards on bookings. The deals-focused marketing campaign lands forward of the summer time journey rush however comes as client confidence plunges amid fears of a recession spurred by tariffs.
Motels.com sundown Captain Apparent in 2022 after using the uniform-wearing mascot developed by company Crispin Porter + Bogusky for practically a decade. Within the interim, the corporate has experimented with character-free promoting, together with via a marketing campaign final 12 months, “Introductions,” that positioned its platform as a “matchmaker” for vacationers and accommodations. “Introduction” was created by Anomaly.
Mascots are having a little bit of renaissance as entrepreneurs latch onto recognizable icons that may translate throughout media channels. Hello-Chew and Buffalo Wild Wings are among the many manufacturers which have launched animated spokescharacters in recent times.
