Was the U.S. Trivago Guy, actor Tim Williams, becoming a distraction because he was becoming too much of a star in the hotel-search site’s seemingly never-ending stream of television commercials?
In a switch, the German hotel-search site in recent weeks has been running TV ads in the U.S. separately featuring two actors, American Tim Williams and Australian Gabrielle Miller. Previously, most of Trivago’s English-language ads in the U.S. featured Williams alone.
Until now, Trivago, which last year spent 87 percent of its revenue on advertising, and a lot of that on TV, has been coy about its strategy shift on U.S. television.
But in a call with analysts to discuss earnings earlier this week, CEO Rolf Schromgens said its worldwide advertising strategy is that the star of the advertising should not be the spokesperson but the star should be the platform, namely Trivago.
“So, for example, I know that Tim [Williams, the Trivago Guy] became quite famous in the U.S., but this concept is not focusing on one person,” Schromgens said.
Dual Spokespeople Strategy Has Worked Elsewhere
CFO Axel Hefer said the advertising strategy to feature two different actors in their own commercials simultaneously in a given country has worked well for Trivago in other global markets “and that’s why we believe that it is a good concept and that it will be successful.”
Having male and female spokespeople starring in the TV commercials can also be useful for Trivago when it wants to target various audiences, Schromgens said.
“And we want to be more flexible in the future,” he said. “We want to be more targeted so our idea is to create fully targeted spots. And the more we want to go into targeting, the more it’s important for us that we also have the flexibility in the spokesperson because a different spokesperson also can address different target groups.
“And that’s very important,” Schromgens said. “We want to really micro-target, and be micro-targeting in…