Gen-Z Media Opps: Travelocity launches first work from creative AOR (Score 37)
With the 
post-COVID return to consumer travel, Travelocity.com has debuted the first work from Doner, which it named creative AOR in May. Focused on multi-cultural, particularly Latinx, viewers, the campaign launched in both English and Spanish across unspecified channels.
So far this year, iSpot reports Travelocity has spent approximately $8.1m on national TV commercials, already at 93% of the roughly $8.7m it spent in all of 2019. The brand didn't use this channel after this point of 2020 and it ended up spending merely around $911.8k by the end of the year. Travelocity's 2021 commercials have targeted male sports enthusiasts watching shows such as College Basketball, 2021 NFL Draft, NHL Hockey, Diners, Drive-Ins and Dives and SportsCenter.
According to Pathmatics, the brand has allocated roughly $3.7m toward digital ads YTD, again up exponentially from the roughly $242.8k it had spent by this point last year. Travelocity's estimated full-year 2020 spend of $1.2m was down by 20% from that of $1.5m in 2019. The brand has earned ~452.3m digital impressions YTD via Instagram (77%), desktop video (19%) and Facebook (4%) ads. Most of this year's desktop video ads have been placed site direct onto youtube.com (87%) and hulu.com (13%).
The drops in spend in 2020 make sense considering how much travel slowed down last year. Now that consumers are once again traveling, I expect Travelocity's spend to keep increasing throughout the rest of 2021.
Right now, Travelocity is targeting Gen-Z through Instagram, Hulu and Facebook advertising and specifically men through national TV. Remember, this new campaign also targets Latinx families. Sellers able to offer high-ROI strategies among this audience will have the upper hand securing revenue. Per Kantar, Travelocity also invests in print (magazines) and local broadcast.
Agency & martech readers - The brand certainly may seek new PR and/or media agency partners after its recent creative AOR hire. An in-house team currently splits media duties with Havas Media Group IL and Arena Media.
