Why not when you can Wotif?

Online accommodation booking company Wotif.com has launched its first major marketing campaign, encouraging Australians to get away more often with the message ‘Why not when you can Wotif’. In what could be a scene from a Stephen King horror movie, a man’s amorous moves are constantly thwarted by the presence of a china doll. “Need to get away? With so many rooms at such great rates, why not when you can Wotif?”. In Bobbing for Squid a couple book their holiday in a town at the right time to catch the Annual Squid Festival. This ad has evoked a number of complaints to the Australian Advertising Standards Board on the grounds that these people appear to be killing squid for sport. Wotif.com has offered to remove the shot showing a man with a squid in his mouth, should the ad be used again.

Click on the image below to play the China Doll video.

Click on the image below to play the Bobbing for Squid video.

Why not when you can Wotif? Credits

The Wotif campaign, which integrates television, outdoor and online activities, was developed at Leo Burnett, Melbourne, 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.”

“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.