Global hotel search platform Trivago is embarking on a major relaunch featuring a new visual identity, which will debut with what is claimed to be a “first-of-its-kind” AI-driven TV advertising campaign that allows the company to tailor the activity to individual markets.
Trivago maintains the essence of its brand refresh is captured by its promise to help customers be “Search Savvy. Feel Super”, designed to encapsulate the core benefit of providing travellers with a smart, efficient way to compare hotel offers, saving them both time and money.
Key elements of Trivago’s refresh include a new logo with a more vibrant look. The firm says the new symbol doubles as a checkmark, aimed at representing how easy it is for customers to find a hotel that suits their needs, and a smile, reflecting that satisfied feeling when they have secured that deal.
The ads also mark the debut of a new “Trivago guy”, who will be featured in the company’s ad campaigns.
By employing AI tools, Trivago has produced localised TV ads in more than ten different languages, all featuring the same actor, but with tailored, culturally relevant voiceovers for each market.
The technology also significantly reduces production time and costs, allowing for a more customised and responsive marketing strategy.
The campaign will roll out gradually across markets, starting in Denmark and Canada mid-December before going live in the US around Christmas time.
Trivago chief marketing officer Jasmine Ezz said: “The refresh is in line with our goal to strengthen the Trivago brand. By combining our strong existing brand cues with a set of new, highly distinct and memorable elements, we aim to cut through the noise and stand out in the competitive travel market.
“This evolution is about building on our solid foundation, reinforcing our identity, and making it more resonant and engaging.”
Trivago chief executive Johannes Thomas added: “Incorporating AI is a leap into a new era of innovation at Trivago. AI enables us to produce and trial a variety of advertising strategies, allowing us to experiment more extensively than ever before. This aligns with our company’s principle of rapid testing and learning, which is ingrained in our DNA.
“This is just the beginning of our journey in harnessing AI for creative production. Our AI-driven campaigns are a testament to our commitment to consistently lead with cutting-edge technology across all facets of our organisation.”
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