New Campaign from Kayak in Australia Pokes Fun at Social Influencers

Global travel search engine, Kayak, has launched a new campaign that pokes fun at the social influencer phenomenon as part of its first-ever Australian digital campaign.

Developed by creative agency B.B.E, the campaign invites Aussies to ‘travel like an influencer’ while playing on Australia’s “love-hate relationship with influencers” with a series of satirical ads highlighting the aspects of the glamorous and not-so-glamorous life of an ‘influencer boyfriend’.

The series features Australian actress Isabel Durant as a ‘travel influencer’ and actor Ash Williams as her full-time photographer boyfriend going to laughable lengths to get that perfect shot.

 
 

Supporting the initial 15-second is a mockumentary-style that takes a deeper behind-the-scenes look at the couple’s hotel stay.

 
 

“We’re thrilled to be able to roll out bespoke content for the Australian market, while at the same time have some fun with travel influencers in a way that resonates with the Aussie psyche,” said Robin Chiang, regional director and head of flights APAC, Kayak.

“The ‘Boyfriends of Instagram’ trend started in Australia, so it’s a great way for Kayak to reintroduce itself with an Aussie-made campaign,” said Tim Evans, strategy director at B.B.E. “We had a lot of fun conceptualizing and producing this work, and so hopefully it gives everyone a laugh while encouraging them to book their next holiday with Kayak.”

This is the first campaign from B.B.E for Kayak since taking the reins of the account after a competitive pitch process.

Credits

Agency: B.B.E
Strategy: Tim Evans, Edan O’Grady
Creative: Simon Robins
Producer: Geordie McNabney
Designer: Jordan Croome

Cast
Influencer/girlfriend: Isabel Durant
Boyfriend: Ash Williams

Kayak
Regional Director and Head of Flights, APAC: Robin Chiang
Senior Manager, Content Marketing, APAC: Dawn Jeremiah

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