Kayak pokes fun at millennial travel anxiety in new brand platform

"Our research underscores the reality that travelers don't need more information, they need reassurance. As travel search has become increasingly crowded and commoditized and people are bombarded by reels, reviews, stories and more—information overwhelm is real. 'Got That Right' is about giving travelers the reassurance that they've made the best choice, so they can avoid second-guessing."

"Instead of focusing on the destination, the travel search engine is shifting the focus to how stressful trip planning can be, especially in the age of travel influencers and economic concerns. The marketing push is supported by research cited in press materials showing that 66% of consumers say booking travel makes them feel stressed."

Kayak introduced a new brand platform called 'Got That Right' targeting consumers aged 25-45, addressing travel planning stress affecting 66% of consumers. The campaign shifts focus from destinations to simplifying the booking experience and reducing information overload from travel influencers and social media content. Created with Rethink, the platform emphasizes reassurance in travel decisions rather than providing more information. The multi-channel campaign spans TV, CTV, online video, out-of-home, social, digital, and audio platforms across North America. Creative executions include hero videos and social media vignettes that humorously address millennial travel behaviors and anxieties.

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