Covid Agency Life
Advertising in the Digital Age ︎
Strategy for travel accommodations amidst a pandemic—it’s possible
︎My role in this class project was to build out the objectives of our content placed in our chosen Youtube and SVOD channels. I managed creating our multi-attribute models to assist our consumer insights that showcased the difference in importance levels and belief ratings of Sonder’s attributes. Lastly, I took the lead on constructing the storyboards for our digital ads for the Youtube and OTT advertisements. Other team members were Cindy Hong, Maryna Hoskins, and Eric Huang.
Generate brand awareness and consumer trust by communicating Sonder’s travel offerings and safety protocols during COVID-19.
Millennials who can afford to stay at Sonder and travel frequently.
What do they currently think?
To maintain financial stability after the COVID-19 travel collapse, hospitality companies need to focus on customer service & brand image.
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Show that even away from home and amidst chaos, wherever you may be, Sonder will provide an oasis for you.
Comfort when staying - Sonder’s properties provide comfort for all travelers and all stay purposes.
Instagram:
Objective:
Generate brand awareness and consumer trust by communicating Sonder’s travel offerings and safety protocols during COVID-19.
Target:
Millennials who can afford to stay at Sonder and travel frequently.
What do they currently think?
- Those who know Sonder describe it as “luxurious, impersonal, consistency of quality like a hotel, decently priced, well-located, and cleanliness well-maintained”.
- Minimal brand awareness of Sonder and other hotel alternatives besides Airbnb.
- Sonder is an industry leader in quality service delivery, offering a superior stay experience to Airbnb and other competitors.
Insight:
To maintain financial stability after the COVID-19 travel collapse, hospitality companies need to focus on customer service & brand image.
Strategy:
Show that even away from home and amidst chaos, wherever you may be, Sonder will provide an oasis for you.
Big Idea:
Comfort when staying - Sonder’s properties provide comfort for all travelers and all stay purposes.
Creative/Media:
Instagram:
We plan to use Instagram to raise Sonder's awareness and provide valuable information about who we are through our posts and highlights.
Twitter:
Twitter:
Twitter gives Sonder a great opportunity to monitor customer reactions and maintain a strong brand reputation.
Youtube:
Youtube:
The features of Youtube can help Sonder target audiences quickly that still have not purchased.
SVOD platforms (Hulu, CBS All Access, Peacock):![]()
Their over-the-top advertising commercials can be a consistent touchpoint that builds Sonder’s brand recognition.
Promotional flyer:
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We realized targeting customers’ retention by giving them an incentive to use Sonder again can help Sonder’s image and position themselves differently from competitors.
SVOD platforms (Hulu, CBS All Access, Peacock):
Promotional flyer:
