The ancient art of guilting a friend into making a decision has now been industrialized.
Kayak, the travel search engine that has long positioned itself as the sensible companion to the overwhelmed vacation planner, is introducing what it calls "Bookboards" — physical billboards that allow groups of friends to publicly shame the one member who refuses to commit to a trip. The holdout's name, presumably, will appear in large type somewhere in their vicinity, a monument to their indecision erected by people who claim to like them.
The campaign, which represents a notably aggressive turn for a brand that has generally favored the quietly exasperated tone of someone explaining airport security rules for the third time, appears designed to tap into a particular frustration of the group-travel experience. (Anyone who has attempted to coordinate a bachelor party across multiple time zones will recognize the problem, if not the solution.)
Details on how the billboards will be purchased, placed and targeted remained somewhat sparse in the company's announcement, which is perhaps fitting for a campaign built around the concept of incomplete planning. Whether the shame boards will actually compel anyone to book a flight, or simply accelerate the dissolution of friendships that were already on thin ice, is a question Kayak seems content to leave unanswered.
The effort arrives as travel brands continue searching for ways to stand out in a category where most advertising defaults to the same azure waters and the same couples gazing meaningfully at sunsets. Kayak, to its credit, has chosen a different path: the azure waters can wait until your friend Kevin finally picks a date.
A spokesman for Kayak did not immediately respond to a request for comment on the campaign's media budget or the legal implications of naming reluctant travelers on public signage.
Original story published in adage.com: "Kayak’s ‘Bookboards’ let friends shame a holdout who won’t commit to a trip - Ad Age"