WOTIF
You're ONLY A WOTIF AWAY
Travel advertising is a sea of the same images: the same pools, the same beaches, the same strangers having a lovely time. For Wotif, we took the strangers out and left a space for you.
The idea was already sitting in the name. Wotif is an invitation to imagine, so we made every execution do exactly that. No models and no staged holiday smiles, only the place and an open invitation to imagine yourself in it.
But imagining yourself there means something different depending on who you are, and that's where the campaign shows what it knows about travellers. You see a luxury pool. Your kid sees the stage for the perfect cannonball. For people who love the outdoors, a natural wonder is the place to get lost, in a good way. For those after a city escape, it's the trendy streets they haven't wandered yet. Each scene shows that Wotif understands what travel means to the person looking at it.
Then we used the media to finish the thought. Digital out-of-home turned each site from a poster into a window: waves rolling in, steam rising off a hot tub. The motion making the scene feel live and close enough to step into. For a moment on an ordinary street, you weren't looking at a holiday. You were in one.
The result brought personality and human insight to a bland category, and proved that the most persuasive person to put in a travel ad is the one looking at it.
Social, Digital, OOH, Digital OOH
