KAYAK Launches National Advertising Campaign

November 3, 2009

Travel Search Site's First National Advertising Follows Earlier Brand Identity Change

NORWALK, Conn., Nov. 3 /PRNewswire/ -- KAYAK (kayak.com), the world's leading travel search engine, launched a national advertising campaign aimed at increasing brand awareness. The effort follows a change in the company's logo in August.

The campaign includes national television, online and digital outdoor advertising created by new agency of record, Goodby, Silverstein & Partners in San Francisco. The creative features the tagline, "Search one and done." and a device that resembles the traditional flap display boards once found in train stations and airports around the world. KAYAK's new logo was developed by Plaid, a New York creative innovation agency, and also references the flap display motif.

"If everyone knew what KAYAK offers they would know that it doesn't make sense to start their travel search anywhere else," said Carol Costello, founder of Plaid. She added..."KAYAK is a powerful and efficient travel search tool. We wanted to clearly communicate this with the new identity, and also give KAYAK an ownable strategic platform. The device 'flips' through different travel brands to demonstrate KAYAK's meta search function."

"KAYAK is an extraordinary combination of comprehensiveness, simplicity and ease," said Jeff Goodby, of Goodby, Silverstein & Partners. "We wanted to remind travelers that there is still fun and ease in travel planning, especially when you're using an engine that does some of the heavy lifting by searching other sites for you. One truth that everyone can identify with is that when you find the right deal, there's always an excuse to book."

More about the campaign can be found on the company's blog (kayak.com/blog/news).

KAYAK Overview

The company's mission is to help people find the best travel choices easily by enabling them to compare hundreds of travel sites at once. KAYAK (kayak.com) provides powerful flight, hotel, car rental and vacation search, as well as travel search applications for mobile devices. The company has local sites in the US, UK, France, Germany, Italy, India, Spain, and several other countries, and also operates travel search site SideStep and hotel reviews and information site TravelPost. Visit kayak.com, and kayak.com/mobile to learn more.

About Goodby, Silverstein & Partners

Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the world's most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts. For more information on GS&P, please visit http://www.goodbysilverstein.com.

About Plaid Inc.

Plaid Inc. is an award winning brand and innovation consultancy based in New York City. Founded in 2004, Plaid creates powerful ideas and memorable brand experiences for a range of clients, from Fortune 500 companies to start-ups. For more information about Plaid Inc, please visit www.plaid-creative.com.

SOURCE KAYAK