The campaign includes national television, online and digital outdoor advertising created by new agency of record, Goodby, Silverstein & Partners in San Francisco. The creative features the tagline, "Search one and done." and a device that resembles the traditional flap display boards once found in train stations and airports around the world. Kayak's new logo was developed byPlaid, a New York creative innovation agency, and also references the flap display motif.
"If everyone knew what Kayak offers they would know that it doesn't make sense to start their travel search anywhere else," said Carol Costello, founder of Plaid.
"Kayak is a powerful and efficient travel search tool. We wanted to clearly communicate this with the new identity, and also give Kayak an ownable strategic platform. The device 'flips' through different travel brands to demonstrate Kayak's meta search function."
"Kayak is an extraordinary combination of comprehensiveness, simplicity and ease," said Jeff Goodby, of Goodby, Silverstein & Partners.
"We wanted to remind travelers that there is still fun and ease in travel planning, especially when you're using an engine that does some of the heavy lifting by searching other sites for you. One truth that everyone can identify with is that when you find the right deal, there's always an excuse to book."
More about the campaign can be found on the company's blog.
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