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It'll take more than a brand campaign to revive Hotwire, but Expedia's investment in its mobile product along with increased awareness could help the deal-maker earn back some market share.

Hotwire revealed a new brand campaign last week that focuses on the happiness travelers feel when they score a deal.

It also aims to increase awareness and clarity around Hotwire’s product: steep hotel discounts that require hiding the hotel’s name until after booking.

The brand rethink comes with a new logo, new slogan, “Hotels. Deals. Happiness.,” and two TV campaigns, one of which is directed by award-winning documentarian Errol Morris.

The new campaign’s reveal came one week after Hotwire introduced significant changes to its iOS and Android apps as part of its turnaround strategy.

Our favorite ad of the group shows regular people doing a happy dance in response to a deal.

The others feature ordinary travelers who are interviewed by Morris. The travelers are all hesitant about booking a hotel without knowing its name until they discover they can save up to 60 percent.

Morris’ ads are unique among travel ads as it omits the usual celebratory tone in favor of a more subdued and realistic reaction.

The campaigns were created by Tiny Rebellion whose CEO Lucas Donat sums up the campaign well.

“Hotwire customers have unique and personal reasons for booking travel,” said Donat. “But the one thing they can all agree on is how finding a great deal makes them feel. That’s the beauty of this campaign.”

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Tags: branding, hotwire, marketing

Photo credit: Documentarian Errol Morris records real travelers' responses to Hotwire deals. Hotwire / YouTube

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