Trivago utilizes AI for localized advertisements in brand renewal

Article Brief:

Trivago, a hotel search site, is unveiling a new brand refresh and an accompanying advertising campaign in an effort to distinguish itself in a category that has become increasingly competitive in the wake of a post-pandemic recovery, as stated in a press release.

The company partnered with DesignStudio to revamp its image, emphasizing its metasearch abilities and projecting a laid-back and positive vibe. This is reflected in a vibrant "t" logo and the catchy slogan "Search Savvy. Feel Super."

New TV ads introduce a new Trivago Guy character and utilize artificial intelligence (AI) to customize messages in 10 languages. The company plans to keep using AI for creative production to remain at the forefront of travel marketing.

Article Insight:

Trivago, majority-owned by Expedia Group, is rebranding to align with the shift in consumer preferences post-pandemic. This year has seen many companies across various industries refreshing their brand identities. With travel experiencing a surge in demand due to relaxed COVID restrictions, companies are launching ambitious marketing campaigns to capture the attention of consumers who have numerous options for planning and booking their vacations.

Trivago seeks to make a more significant impact in this setting with redesigned visual elements featuring vibrant colors and an air of positivity, as well as advertisements that utilize automated technology to deliver more targeted messages and enhance production efficiency. The new logo combines a checkmark (symbolizing "search savvy") and a smile ("feel super") to create a lowercase "t" representing Trivago. Studio Feixen collaborated in developing the custom font, Savvy Grotesk, as per press materials.

Other visual assets include hand-drawn illustrations made with Niceshit and a door-hanger character named Hank, a brainchild of DesignStudio, who guides users around the hotel search platform. On the advertising front, Trivago has appointed a new actor to serve as Trivago Guy, a role previously played by Tim Williams. A TV campaign reintroducing the plainspoken mascot uses AI to dub his voiceover to fit different markets, an approach that improved customization and “significantly” cut down on production times and costs, according to the release.

Trivago's television campaign is currently being launched in areas such as Canada and Denmark, and will be introduced in the United States near Christmas.