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M&C Saatchi chosen to “Breathe new life” into Wotif.com amidst Expedia takeover

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After competitive pitch with two other agencies, M&C Saatchi have been selected by Australian online travel agency Wotif.com to “Breathe new life” into the brand. This appointment marks the first time the company has turned to an external agency, and arrives just two weeks after the brand agreed to a takeover from Expedia, who offered a reported A$700 million for the company. The brand has stalled in recent years as the online travel space has grown more crowded, but it's hoped that now they have bought themselves some security with the Expedia deal, M&C Saatchi will be able to reinvigorate the brand and help it compete with the big boys. Speaking of the takeover, Wotif CEO and MD, Scott Blume said they believe it will “Help solidify (Wotif's) position as the premier travel brand in Australia and New Zealand, grow the business across the Asia-Pacific region, and increase exposure and brand awareness to inbound international travellers.”

This appointment marks the first time the company have turned to an external agency, and arrives just two weeks after the brand agreed to a takeover from Expedia

The business has expanded beyond domestic hotels over the last 18 months to include flights and holiday packages, and it's thought that the company will continue to expand its outbound travel to major overseas holiday destinations. The Wotif Group's general manager of marketing, Michael Betteridge, says that whilst he believes his company “Can still compete for a market share within the domestic market,” he feels the company have a “Deeper story to tell.” He feels now is the right time to seek external agency help and admits that though they've had the DIY approach in the past, and want to continue to foster that attitude, “There comes a time and a place when you need some pretty big guns, like your major agencies, to come in with ideas.”

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Michael Betteridge

Betteridge says that part of his remit for the company, which has been around since the turn of the century, is to “Look at the brand, and the other brands that (Wotif) operate and breathe new life into them.” He feels this is a significant project for both Wotif and M&C Saatchi, who he says have “Brought some bold and brave ideas” to the table. He adds that Wotif has “Appealed to a broad cross section of Australian travellers,” and feels the new strategy will “Absolutely fit in with customer insight, both in terms of where we (Wotif) to place communication and also the communication itself.” He says he wants the work to “Reflect what we believe our brand to be.”

Betteridge says that part of his remit for the company is to “Look at the brand, and the other brands that (Wotif) operate and breathe new life into them.”

M&C Saatchi's primary work will be with the core Wotif brand, but Betteridge has also said the agency might also be developing a campaign for the company's Last Minute brand. The man himself admits “It is an extremely competitive environment,” and says it's his job to “Remain competitive, to be a leader and to take on all-comers,” which might mean growing the company's other brands. Jaimes Leggett, M&C Saatchi's chief executive, believes that the Wotif Group is “A dynamic and innovative business,” and he is “Thrilled to have this opportunity to partner with them.”

Official M&C Saatchi Website

Official Wotif.com Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. This heatwave isn't doing him any favours whatsoever.

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