Qantas’ Hooroo accomodation site launches ‘ThatPlace’ campaign via Ogilvy Melbourne

Hooroo moves into phase two of its launch strategy this week, unveiling its ‘ThatPlace’ campaign created by Ogilvy Melbourne and DT Digital. The campaign builds on the initial digital-only launch schedule, with increased investment in social channels and out of home media.

The ‘ThatPlace’ campaign aims to define and differentiate Hooroo’s position in the online accommodation category, with imagery from the travels of Hooroo’s launch ambassadors featured throughout the campaign.

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Hooroo has introduced the hashtag ‘thatplace’ into its campaign and social media activity, designed to frame the way people talk about and share travel experiences.

Says Lija Wilson, Hooroo head of marketing: “We initially launched Hooroo in digital channels, primarily focusing on social channels to seed the brand and to help amplify the experiences of our travel ambassadors and influencers. After 4 weeks of social seeding, we are moving into phase two of our launch. This phase focuses on expanding on the brand story and emphasising Hooroo’s differentiated approach – to offer inspiration and social discovery as well as the ability to book somewhere to stay.”

Hooroo is the result of over a year’s worth of cutting edge product development from Hooroo, supported by an in house UX & design team from DTDigital. STW brand design agency Houston developed the brand identity for Hooroo.

Says Michael McEwan, Ogilvy Melbourne general manager: “Hooroo is a fantastic example of how Ogilvy Group collaborates with clients. DTDigital worked closely with Hooroo’s project team on UX and design and also with Ogilvy in the development of an innovative and fresh campaign.

“Hooroo required a depth and breadth of specialization in both digital and brand strategy that the Ogilvy Group could deliver.

Creative Team:

David Curry – Producer