Curious to know why Travelbeta.com changed its “going somewhere, go with Travel beta” ad to a new one already. I think that ad was fast becoming more enjoyable likewise a distinctive communication asset with long term effectiveness potential for the brand. Something close to, if not like, Cowbell’s “Oyoyoyoyoyo, our milk”, Airtel’s “444 opor, opor, 4 meta is a metaphor”. If my thought is in anyway valid, TravelBeta may have just missed out on something potentially and commercially helpful for the brand and business. It may have also starved us of a communication effort that’s fresh, unprecedented and somewhat redefining in the travel and tourism category at large. My thought/ “warm take” on this is primarily based on the effect of the ad on me. And how I evaluated it relative to our travel and tourism category’s marcomms conventions and norms. I’ve caught myself singing the ad unaided/unprompted at random scenes like driving, showering 🧼 or waiting on a queue. I have a video of me “moonwalking” to it in my private space also. Lol. These shows how much I enjoyed the ad. And how it’s favorably built a structure in my mind for the brand. Which directly strengthens Travel Beta brand’s salience, and will most likely trigger recall in me at moments that matter in that category. Aside me, this may and may not be the case for other already exposed people out there. But whatever it is, I trust the team got some convictions that made them switch to the new ad. And that’s all good and fine. Whenever I crave the ad., I’ll be on TravelBeta’s YouTube channel to sing along to 🎤 “Going somewhere, Go with TravelBeta.” And yes, I will definitely consider the brand on need occasions. 🥂. #marketing #communication #travelbeta #strategy #advertising
The song actually stays top of mind. was surprised it was changed.
Writer. Media girl. Passionate about Brand management, strategic communication and marketing.
2moAs I read the lines “going somewhere, go with Travel beta”, I read it in that exact voice in the ad that I’m familiar with. I truly agree with you - it may take a while for people to resonate with this new ad Comms.