trivago Unveils a Bold Brand Refresh and AI powered TV Ads
December 14 2023 - 4:57AM
trivago’s strong refocus on its brand is highlighted by a
distinct brand refresh and an innovative AI-driven television
advertising campaign.
DÜSSELDORF, GERMANY – December 14,
2023 - trivago, a leading global hotel search, is excited
to announce a brand evolution, marking a new era for the company.
The refreshed brand features a new logo and visual identity, which
will debut with a first-of-its-kind AI-driven television
advertising campaign.
The essence of trivago’s brand refresh is captured by its
promise to help users “Search Savvy. Feel Super.” It encapsulates
the core benefit of providing travelers with a smart, efficient way
to compare hotel offers, saving them both time and money. The
emotional payoff, ‘Feel Super,’ captures the satisfaction of users
who feel assured that they have obtained a better deal.
Key elements of trivago’s refresh include a new logo with a more
vibrant and inviting look. The new symbol doubles as a checkmark,
representing how easy it is to find a hotel that suits your needs
on trivago, and a smile, reflecting that satisfied feeling when
you’ve scored that great deal because you used trivago.
NEW VISUAL IDENTITY & CREATIVE
“The refresh is in line with our goal to strengthen the trivago
brand. By combining our strong existing brand cues with a set of
new, highly distinct and memorable elements, we aim to cut through
the noise and stand out in the competitive travel market,” said
Jasmine Ezz, CMO of trivago. “This evolution is about building on
our solid foundation, reinforcing our identity, and making it more
resonant and engaging.”
In a blend of the familiar and the innovative, trivago welcomes
a new “trivago guy” who will be featured in the company’s
advertising campaigns. However, what sets this campaign apart is
its pioneering use of AI technology. By employing AI tools, trivago
has produced localized TV ads in more than ten different languages,
all featuring the same actor, but with uniquely tailored,
culturally relevant voiceovers for each market. Leveraging
cutting-edge technology not only showcases trivago's innovative DNA
but also significantly reduces production time and costs, allowing
for a more customised and responsive marketing strategy.
Watch the new TV
campaign: US TV spot (dubbed); French TV spot
(AI usage).
"Incorporating AI is a leap into a new era of innovation at
trivago. AI enables us to produce and trial a variety of
advertising strategies, allowing us to experiment more extensively
than ever before. This aligns with our company's principle of rapid
testing and learning, which is ingrained in our DNA,” said Johannes
Thomas, CEO of trivago. “This is just the beginning of our journey
in harnessing AI for creative production. Our AI-driven campaigns
are a testament to our commitment to consistently lead with
cutting-edge technology across all facets of our organization.”
The new campaign and brand evolution is a culmination of
trivago’s renewed emphasis on brand marketing this past year, and
is a testament to trivago's commitment to innovation. It's a
forward-looking step, yet deeply rooted in the heritage that has
made trivago a household name.
The campaign will roll out gradually across markets, starting in
Denmark and Canada mid-December before going live in the US around
Christmas. The company is excited to embark on this new chapter and
continue to be the go-to platform for travelers worldwide, helping
them make smart decisions and celebrate their wins.
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Media Assets: Logo Library
Media ContactCorentine
AronicaCorentine.aronica@trivago.com
About trivago:trivago is a global hotel and
accommodation search platform. We are focused on reshaping the way
travelers search for and compare different types of accommodations,
such as hotels, vacation rentals and apartments, while enabling our
advertisers to grow their businesses by providing them with access
to a broad audience of travelers via our websites and apps. Our
platform allows travelers to make informed decisions by
personalizing their search for accommodations and providing them
with access to a deep supply of relevant information and prices. As
of September 30, 2022, we offered access to more than 5.0 million
hotels and other types of accommodation in over 190 countries,
including over 3.8 million units of alternative accommodation, such
as vacation rentals and apartments.
Forward-looking statementsThis press release
contains certain forward-looking statements. Words, and variations
of words such as “believe,” “expect,” “plan,” “continue,” “will,”
“should,” and similar expressions are intended to identify our
forward-looking statements. These forward-looking statements
involve risks and uncertainties, many of which are beyond our
control, and important factors that could cause actual events and
results to differ materially from those in the forward-looking
statements. For additional information factors that could affect
our forward-looking statements, see our risk factors, as they may
be amended from time to time, set forth in our public filings with
the Securities and Exchange Commission. We disclaim and do not
undertake any obligation to update or revise any forward- looking
statement in this press release, except as required by applicable
law or regulation.
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