Viator, the online travel agency for travel experiences, has launched its latest brand campaign with two new video ads. The campaign, themed “Regret Less. Do More.,” addresses common travel planning mishaps and highlights Viator’s offerings, such as guided tours and free cancellations.

 

Campaign Details

  • Ad Themes:

    • One ad features a family on an empty, decrepit tour bus in London.
    • Another ad shows two people hanging from a cliff after a mountain biking trip goes wrong.
    • Both ads emphasize Viator's key benefits: flexibility, social proof, scale, and more.

  • Objective:

    • Laurel Greatrix, Viator’s vice president of brand and communications, stated the ads focus on product benefits important to travelers.

 

Viator’s Advertising Approach

  • Avoiding Typical Travel Ads:

    • Viator aims to differentiate its ads from typical travel commercials that feature idyllic scenes with smiling people.
    • The company collaborated with the data platform StoryData, which uses AI and machine learning to analyze market saturation and identify unique ad opportunities.

  • Storytelling Focus:

    • Instead of relying on traditional "travel wallpaper" visuals, Viator's ads tell stories about the benefits of their services, such as learning from a knowledgeable local guide or avoiding bad choices through traveler reviews.

 

Previous Campaigns

  • “Viator Makes Museum Tours Juicy Again”:

    • Launched in May as part of the larger “Do More With Viator” campaign.
    • This was Viator's first national campaign since its acquisition by Tripadvisor in 2014.
    • The campaign successfully reached hundreds of millions of travelers, enhancing brand recognition and driving direct traffic.

  • Campaign Impact:

    • According to Tripadvisor CEO Matt Goldberg, the campaign significantly improved brand health and increased direct traffic.
    • The “Viator Makes Museum Tours Juicy Again” campaign achieved an estimated 1.2 million TV ad impressions in just one month.

 

Conclusion

Viator's “Regret Less. Do More.” campaign marks a strategic shift in travel advertising, focusing on storytelling and highlighting practical benefits. By moving away from traditional travel ads and emphasizing real-world scenarios and solutions, Viator aims to resonate more deeply with travelers and enhance their overall travel planning experience.