Wotif has got its mojo back and will next week launch the company’s biggest-ever marketing campaign, re-positioning Australia’s original online travel brand as “The home of holidays”.
Daniel Finch, MD of Wotif Group, said the “media buying we have done is fairly aggressive” and that the campaign’s about the “passion and energy we have put into the brand”.
“We’re going out with a large brand campaign – TV, radio, digital, billboards, YouTube and Facebook.
“We’ve been too quiet for too long.”
The campaign marks the relaunch of Wotif following its acquisition by Expedia last year.
In the years before that the Wotif business had been drifting with growth and innovation elusive.
“Everyone knew that Wotif wasn’t growing, in fact it was going backwards,” he said.
“We’re now starting to see some upturn.”
Mr Finch says the brand campaign, which will return Wotif to Australian TV screens for the first time in three years, is the final phase of a three-part process.
“Our first task was to stabilise the business, preserve the brand and look after our customers,” he says.
“The second thing was the website, which has been transitioned to the Expedia platform.
“That’s put us in a position to reinvest, put some money behind the the brand, go into market and market hard.”
He says Expedia’s management have been very supportive, giving Wotif the funds necessary to invest in the business – capital that had been missing for its last few years under public ownership.
“Expedia’s not fearful of spending and taking some calculated risks.
“They are really impressed with the numbers they are seeing and the loyalty of our customers.”