Gay Commercial: Orbitz
Jul. 24th, 2009 09:51 am![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
reviews_and_ramblingsOrbitz is an online travel agency devoted to gay travellers. Of the two commercial, my favorite is the first; also the second is not bad, but it's a bit... bad? Basically the two men are lying :-) Well, at least it's original, since it doesn't force the concept that since you are a gay couple, you are happier, a thing that often transpire in these commercials; a gay couple is exactly the same as a her couple, it could be perfect and happy, or it could be only a one night stand.
On a game show, a colorful door turns, revealing a man in a lavender shirt. The announcer says, "HE'S a travel editor from Miami!" The man femininely grabs his chest in mock surprise.
As door number two swings around, revealing a tall, handsome fellow with another clinging to his shoulder, the announcer says, "HE'S got a new boyfriend!" "And this is Take On Orbitz," he continues, "the game that pits other travel services against Orbitz.com." The host, game show favorite Wink Martindale (from "Tic-Tac-Dough"), walks on stage. "Today's contestants need a hotel in San Francisco with a mini-bar and gym," he says as the display behinds him lists the amenities in typical game-show fashion. The unseen audience gasps at the challenge. The couple and travel editor face off, each with a computer trying to make their vacation plans the fastest through online booking. The new boyfriend is still hanging off his beau, playfully distracting him from typing by toying with his ear and rubbing his shoulders. (The set-up is that a travel editor should be a wiz at booking, while the distracted couple should not be, but they use Orbitz.com.) The couple wins, despite the "handicap" of new love. The couple high-fives and hugs, while the travel editor is peeved at being shown up. "Orbitz makes it fast and easy to find the right gay-friendly hotel," explains the host. The new boyfriend runs over to Martindale and hugs him, to which Martindale remarks: "I like that!"
This is the third dedicated gay commercial from Orbitz, which also does gay print media advertising. The company was able to uniquely determine exactly how many gay customers they had because of a dedicated Gay Travel section, which it calls a microsite, found on the home page along with other specialized travel interests. The company says it was the first general travel site to feature a gay section. “Orbitz continues to make diversity a priority via our extensive gay travel microsite as well as in our marketing efforts and community outreach,” Mitch Truwit, president and CEO at Orbitz in Chicago, told Commercial Closet. “Gay and lesbian travelers are an important, valued audience for travel and leisure companies,” he says, noting that 10% of Orbitz's customers are gay and lesbian. “Airlines and hotels across the globe ask us how they can be featured on Orbitz's gay travel microsite because they too recognize that gay travelers are some of their best customers.” Explaining the ad concept, Truwit says, “In focus groups, Orbitz users kept telling us how much easier it is to find the right option using Orbitz. So using the classic game show format in our advertising demonstrates in a fun way.”
Commercial Closet Association
Company: Orbitz
Brand: Orbitz
Ad Title: New Boyfriend
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: Thailand
Region: North America
Agency: Y&R
Year: 2005
Target: Mainstream
Commercial Closet Association
Company: Orbitz
Brand: Orbitz
Ad Title: Halo
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: United States
Region: North America
Agency: Mullen
Year: 2007
Target: Gays
On a game show, a colorful door turns, revealing a man in a lavender shirt. The announcer says, "HE'S a travel editor from Miami!" The man femininely grabs his chest in mock surprise.
As door number two swings around, revealing a tall, handsome fellow with another clinging to his shoulder, the announcer says, "HE'S got a new boyfriend!" "And this is Take On Orbitz," he continues, "the game that pits other travel services against Orbitz.com." The host, game show favorite Wink Martindale (from "Tic-Tac-Dough"), walks on stage. "Today's contestants need a hotel in San Francisco with a mini-bar and gym," he says as the display behinds him lists the amenities in typical game-show fashion. The unseen audience gasps at the challenge. The couple and travel editor face off, each with a computer trying to make their vacation plans the fastest through online booking. The new boyfriend is still hanging off his beau, playfully distracting him from typing by toying with his ear and rubbing his shoulders. (The set-up is that a travel editor should be a wiz at booking, while the distracted couple should not be, but they use Orbitz.com.) The couple wins, despite the "handicap" of new love. The couple high-fives and hugs, while the travel editor is peeved at being shown up. "Orbitz makes it fast and easy to find the right gay-friendly hotel," explains the host. The new boyfriend runs over to Martindale and hugs him, to which Martindale remarks: "I like that!"
This is the third dedicated gay commercial from Orbitz, which also does gay print media advertising. The company was able to uniquely determine exactly how many gay customers they had because of a dedicated Gay Travel section, which it calls a microsite, found on the home page along with other specialized travel interests. The company says it was the first general travel site to feature a gay section. “Orbitz continues to make diversity a priority via our extensive gay travel microsite as well as in our marketing efforts and community outreach,” Mitch Truwit, president and CEO at Orbitz in Chicago, told Commercial Closet. “Gay and lesbian travelers are an important, valued audience for travel and leisure companies,” he says, noting that 10% of Orbitz's customers are gay and lesbian. “Airlines and hotels across the globe ask us how they can be featured on Orbitz's gay travel microsite because they too recognize that gay travelers are some of their best customers.” Explaining the ad concept, Truwit says, “In focus groups, Orbitz users kept telling us how much easier it is to find the right option using Orbitz. So using the classic game show format in our advertising demonstrates in a fun way.”
Commercial Closet Association
Company: Orbitz
Brand: Orbitz
Ad Title: New Boyfriend
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: Thailand
Region: North America
Agency: Y&R
Year: 2005
Target: Mainstream
Commercial Closet Association
Company: Orbitz
Brand: Orbitz
Ad Title: Halo
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: United States
Region: North America
Agency: Mullen
Year: 2007
Target: Gays
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no subject
Date: 2009-07-24 08:16 am (UTC)Hi, Elisa!
I think I never told you how much I like this series of yours about Gay Commercials. Most of them are witty and well made, and I would never come across them if not for you.
It is also a big help to have the text - or part of the text - written down, because sometimes they are talking so quickly that a poor non native speaker wouldn't have a chance to understand everything.
Thank you very much!
Have a nice week end!
Antonella
no subject
Date: 2009-07-24 09:17 am (UTC)Elisa