Orbitz is launching its first televised campaign, "Just Like What," in nearly a decade on Monday, the second iteration on the brand's "Just Like That." Created by Havas Chicago, it's targeting older Millennials and touts unique experiences and rewards.
The campaign will air on cable as well as during special event and sports programming. Orbitz is also doubling down on digital and social channels.
"TV is still a very important mass channel for brands to be in," Carey Malloy, director of brand marketing at Orbitz, tells Ad Age. "As a brand we think it's important to be in those mass channels. We're trying to expand our reach and frequency as much as possible to have a diverse media mix."
Orbitz's campaign focuses on the rewards it offers its clients, such as insider prices, rewards tied to booking frequency and instant cash back through its brand currency, Orbucks, and caters to travel-minded Millennials.
The campaign includes a 30-second ad that plays off "the snap" that Orbitz has used to convey how easy it is to book a trip.
"This year we really leaned in all the way," says Lewis McVey, group creative director at Havas. "We felt really comfortable leaning into a little bit of weirdness, a little bit of irony in order to bring this brand to life and to connect with these guys."
The commercials are running across Prime, cable and special events and sports programming.