Momondo's Viral Video Is a Piece of Kayak's Brand Marketing Strategy
Skift Take
When Booking Holdings acquired Momondo in 2017 to pair with fellow metasearch brand Kayak, officials said one of Momondo's core strengths was its brand marketing bonafides. The World Piece video works because it stirs emotions, and this type of dynamic can go a long way toward creating a relationship between consumers and brands.
If travel is indeed about connecting the world's people and cultures, then Kayak's metasearch service Momondo has done it again — following the success of its 2016 The DNA Journey video — with a five-minute "film" that ties together some 60 people from all over the globe with contiguous tattoos across their backs.
In The World Piece, the underlying message appears in white lettering within a black background near the end of the video advertisement: "The World Can't Fall Apart If You Dare to Connect."
The men and women, of all races, shapes, assorted religions and national origins, who appear in the ad give mini-testimonia
