Press Room: Media Releases

BRISBANE – 3 March 2008: Wotif.com has launched its first major marketing campaign, encouraging Australians to getaway more often with the message ‘Why not when you can Wotif’.

The campaign, which integrates television, outdoor and online activities, was developed by the multi-award-winning Melbourne creative agency Leo Burnett and communications agency FRANk.

Wotif.com’s Chief Executive Officer, Robbie Cooke said the campaign aimed to build further awareness for the company and accelerate the adoption of the online channel for booking accommodation.

“Since launching in 2000, Wotif.com has managed to not only maintain its position as Australia’s number one accommodation website, but actually grow its market share in the process,” Cooke said.

“Ours is an industry with a lot of growth potential and this campaign is just one of the strategies we’re employing to make sure Wotif.com is in the best possible position to benefit from this continued growth.”

Discussing the choice of the ‘Why not when you can Wotif’ messaging, Cooke said it was a ‘fresh, fun and motivating’ message which reinforced Wotif.com’s position in the market with existing customers, while also encouraging a new group of Australians to discover the simplicity and benefits of booking accommodation online.

“This is a campaign that says whatever your reason for getting away, whatever you’re looking for and no matter what your budget is, with Wotif.com’s wide range, great rates and easy-to-use site there’s nothing stopping you,” Cooke said.

Cooke said the campaign was expected to also benefit Wotif.com’s 11,000-plus industry partners who currently use the website to promote and sell their inventory.

“Wotif.com currently attracts around 3.2 million visits and processes over 200,000 bookings each month, figures we are confident will increase as a result of this campaign,” Cooke said.

Two 30 second commercials, premiered yesterday and will play on free-to-air and pay television.

Prior to this launch, Wotif.com had relied on public relations, online marketing and positive word of mouth to grow its brand awareness.

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