This brand campaign was presented in Fall 2008 at the VCU Brandcenter in Richmond, VA. Campaign Team Included: Brand Manager: Nerissa Marbury Communication Strategist: Ben Alter Art Director: J.D. Humphries Copywriter: Tristan Smith

1. The pricelines, orbitz, and travelocities of the world are
all out to sell tickets. They are online travel agencies.

2. But Kayak.com is fundamentally
different and we need to help YOU, the
online traveler, to look at Kayak.com in
a completely different way.

3. The major hurdle is confronting this unawareness issue. The
issue that travelers assume Kayak is no different from the rest.
1 UNAWARE OF DIFFERENCE
and therefore assume they all do
the same thing

4. However, this is far from the truth. Unlike
the online travel agencies that sell stock
travel inventory and earn commissions...

5. no selling
no hidden agenda
real time prices
real time availability
search engine

6. SEARCH ENGINE PHILOSOPHY
Much like Google, Kayak embodies the same
spirit that we coined the search engine philosophy.

7. Allows
the
user
to be
king

8. Believes the
more we know
the better we
are.

9. There’s always more out there.

10. Provides
countless ways
to achieving that.

11. Opportunity: to take an holistic stance on travel

12. 2
OUR CHALLENGE
A significantly smaller
marketing budget
compared to our
competitors
$30M v $300M

13. TARGET: The Bubble-Breakers

14. Their World
87M The Rest
of the
9-5 monotony
World
Global citizen
Seek experience
Relatively flexible
“For me the first great joy of traveling is simply the luxury of leaving all my beliefs and
certainties at home, and seeing everything I thought I knew in a different light, and from
a crooked angle. In that regard, even a Kentucky Fried Chicken outlet (in Beijing) can
be both novelty and revelation.”

15. Travelers not tourists
work doubt
want to leave their
time bubble but have a ideas
few restrictions.
money waste
curiosity driven

16. James Toepel
23 years old
After finally quot;officiallyquot; graduating from the University of
Washington, I knew the process of de-educating myself
was not going to be easy. So with a one-way ticket to
Buenos Aires, and a full backpack in hand, I set out with
no particular goal in mind, other than to explore as I
want, at the pace I want, with as few restraints as
possible.

17. Video of James

18. Adrienne Nothnagel
26 years old
I’m about to finish my first year of work in the “real world”
and I have to tell ya the 9-5 day is something I’m going
to have to get used to. I’ve never been one to settle and
the monotony of the daily routine is getting kind of stale. I
guess the reason I love to travel is to get out of my
comfort zone and experience the world for everything it
has to offer.

20. Kayak encourages the world to travel

21. Bringing Kayak.com to the World

22. TOP 10 CITIES FOR BUBBLE-BREAKERS
MINNEAPOLIS, MN
DENVER, CO
NEW YORK CITY
AUSTIN, TX
WASHINGTON D.C.
SAN FRANCISCO
CHICAGO, IL
HOUSTON, TX
BOSTON, MA

25. OOH
Oversized posters placed on construction site barrier walls, sidewalk covers
and bus shelters throughout major metropolitan cities.
The “FROM” rectangle is an actual die-cut window framing your current
city’s busy surroundings.

27. KAYAK.COM
OOH
Subway riders can get inspired to travel and use their mobile phone to get real-time fares using semicodes.

28. KAYAK.COM KAYAK.COM
Real-time Desktop Application Partnership
User sets computer desktop background with pictures of destinations they wish to travel to one day. Partner with cooliris, a photo search engine. The special kayak utility allows you to tag real-time fare
Fare rates in the bottom right corner are updated as the pictures loop. to photos.

29. KAYAK.COM
Facebook Application
Anywhere a location is specified on facebook, kayak would provide real-time fare.