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For many years, was positioned as “the obvious choice for hotels.” But with the explosion of home rentals like Airbnb, hotels are no longer the obvious choice for travelers.

Today’s most rewarding way to travel isn’t through traditional luxury experiences, but ones that are unique, accessible, and sharable.

Reposition as the accommodation site that rewards you basically anywhere.

We used our beloved brand character Captain Obvious to tell travelers that isn’t just for hotels, and rewards them when staying at more accessible and unique locations, too.

Our campaign shifted broad perception of and connected with a new audience, both of which helped the brand see double-digit year over year growth.

Strategy Director: Yours Truly
Creative Directors: Quinn Katherman, Kathy Hepinstall
Creative Team: Kelly Saucier, Ian Campbell Hill
Account Team: Sarah Castner, Alyssa Fitterer