To give bookings a big time boost, we offered travel wisdom with a wink

Using eye-catching creative to increase awareness. CWT, the world’s leading corporate travel management company, recognized a multi-million dollar savings opportunity for their corporate clients if they could increase the rate at which business travelers booked hotel arrangements at the same time they booked their flight. Called “hotel attachment” this simple change in behavior by travelers not only offered the promise of corporate travel program savings, it also improved traveler safety and security and was far more convenient for travelers.

BFFs on the go. Our first “Better Together” campaign (above) featured a cheeky sendup of the enduring friendship and ubiquitous presence of “Air” and “Hotel” to grab travelers’ attention. It quickly became the quirky nudge millennial business travelers and road warriors needed to make the switch and book all their business travel arrangements at the same time. Based on the success from the first campaign, Spyglass was asked to do a refresh. The follow-up campaign (below) featured “Air” and “Hotel” on the go, using corny stock photography for humor, and proved to be another rousing success.

Winning the numbers game. The “Better Together” campaigns achieved 119% performance over goal, generating a rise in attachment by a whopping 10% in year one. In the process it helped CWT’s clients capture larger-than-expected savings.

119%

CWT exceeded projected hotel attachment goals two years running.

“The “Better Together” campaign instantly resonated with travelers. Our clients’ attachment numbers are way up and we have well exceeded our goals, while helping our clients achieve significant savings. I’m looking forward to rolling out the next version of the campaign.”

Ben Scott
Vice President, Global Product Marketing, Carlson Wagonlit Travel


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