--->
Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement

AdRespect Ad Library Profile

View larger version of the video Members Only!  Download video!
Save as a Favorite

Company: Orbitz
    View Company Scorecard / Contact Company
Brand: Orbitz
Ad Title: Hotel Matrix
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: United States
Region: North America
Agency: Y&R
Year: 2003
Target: Gays
none

Theme(s)

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
none
Help AdRespect in its mission with a tax-deductible donation!

A series of marionettes plays out a melodramatic scene where the employees of the company work to find deals for customers.

"A group of guys need a hotel in Miami for a party weekend, and money's tight," says the boss to his technician.

"Well sir, our new hotel matrix system is loaded with options...We've just negotiated another OrbitzSaver for a hotel in Miami. In fact, Hunt and Star are there now."

An Asian woman and blonde man are standing on the deck of their hotel, overlooking the pool. The man has a pair of binoculars in his hands as she says, "This OrbitzSaver hotel is amazing. We're close to the beach and the view is magnificent."

The man is actually looking at another man laying by the pool. With heavy meaning, he agrees, "It certainly is..."

Watching from the screen, the boss says, "Eye candy! The party boys will be pleased! Another mission accomplished."

Roman Coppola, son of Francis Ford Coppola, directed the spot from Young & Rubicam, Chicago. The commercial is a rare example of a company intentionally targeting gay audiences on TV, and will run through the summer on the NBC-owned Bravo Network and BBC America cable networks.

For viewers old enough to remember, the commercials are really a nod to the children's action show from the 1960s, "Thunderbirds," which featured square-jawed marionettes in exciting "space-age" adventures.

It will appear on BBC's "So Graham Norton," a racy talk show with a gay host, and "Absolutely Fabulous," as well as two new Bravo shows, dating program "Boy Meets Boy" and fashion makeover show "Queer Eye for the Straight Guy."

"I'm trying to show Orbitz is a gay-friendly company, not just bring traffic to our site," says Jeff Marsh, the Chicago-based travel company's openly gay director of marketing strategy and promotions. "The genesis of this ad idea came when I read the storyboards -- it was immediately apparent I could put a gay twist on it and make a gay ad."

Orbitz -- a joint effort by American, Continental, Delta, Northwest and United -- created a dedicated gay travelers section a year ago that is now big business. "We always suspected they were our best customers, now we have proof," says Marsh, who cites numerous impressive statistics, including: 100,000 visits monthly to the section and more purchases than general travelers overall. During the U.S.-Iraq war, gay travelers were up to 50% more likely to travel than general travelers, and are 20%-30% more likely in non-war times.

Because of its popularity, the Gay Travel section (known as a microsite) landed a link on the home page, along with high volume links including Disney, Las Vegas, Europe, and others.

"Because the microsite is so successful, the commercial was a no-brainer," explains Marsh, who spent six years in marketing at Quaker Oats Co. "When Bravo was launching those two programs, it made the media plan possible."

The gay-targeted ads make up a small part of Orbitz $25 million annual ad budget, but Marsh laments the lack of places to take his gay commercial. He says "Will & Grace" is too expensive because it's broad-based network TV, but he adds that Lifetime -- long jokingly known as "The Network for Women? and gay men" -- may be next. (The much-anticipated Viacom gay cable network, Outlet, has been put on hold indefinitely, the company says.)

none

Max , Antioch, CA
I think this ad is good. Gayness is shown as a nonissue. I like that.

Michael Warner , Indianapolis
Positive...direct.....and not " flaming."

FDK , Kansas City, MO
This is wonderful! The puppet's homosexuality is not portrayed as negative, is not defended. It's not done any differently than it would be done if he was straight. In other words, it's treated as if it's completely normal!

Monty Jones , Norman, OK
If "gayness" is a non-issue, than why target them?

M.W. , Detroit
My husband was surprised to hear that guys were going to a bachelorette party, but I assured him that he said "girls". Then I thought he was really crazy when he saw www.orbitz.com/gaytravel. So I looked it up! I am all for the promotion of gay people -- if they can all design and cook like the boyz on Queer Eye for the Straight Guy. Just kidding.

David F. , Ft. Lauderdale. FL
When I first viewed this ad, I commented to my partner that it seemed a bit 'gay'. You must understand that this ad is being shown here with a 'twist'. They've inverted the dialogue and now the man (with the binoculars) is saying "how great the view is (while seeing the male puppet on the chaise) and the female puppet then remarks "it certainly is". I wouldn't have known the REAL intent of this ad without checking out your website. Bizarre how it's being changed in Ft. Lahdeedah, with all it's gays, but we also have one of the largest homophobic churches/ministers in the area too!

Dan , Lansing, MI
I think it's great. It's nice to see that companies finally realize that we spend money too. Gay people, like myself, also like to spend our money with "gay friendly" companies. I'm anxious to see what mainstream reaction is to this ad. I predict it will be positive.

Derrick , Boston
I've seen the commercial on several occasions and told my partner that it was directed to he gay and lesbian communities and he is wasn't. I'm so glad to prove him wrong. Love love love it!

Chris , Annapolis, MD
I found it very interesting.

Daryl , Springfield, MA
Orbitz' use of the exact same commercial, only acknowledging the reality that gay men might appreciate eye candy as much as str8 women, is very accepting.

Jamie , Toledo, OH
I think it is great! I think you need to run it on regular networks too (even if it's shows like Will and Grace).

Dennis , Chicago
I's campy and fun. But mostly, it's all about business. I'ts about time the U.S. mainstream openly advertised to gays.

Charles O. , Rockville, MD
Great ad! I ALWAYS support businesses that support the gay community!!

Gabe Eveland , Huntsville, AL
I think this ad is great!! Way to go ORBITZ!!!

Gary Caplan , Baltimore
RATS! ... I'm usually watching CNN, and all I've seen is Orbitz's str8 version; never the gay. ... Thanks for furnishing the M/M Orbitz. ... It's great!!

Stephen , Chicago
What I find odd is that Orbitz is willing to trim $100 off a round-trip ticket, but only if you go through the Gay Travel section of their web site. So essentially, because I'm not gay, I shouldn't be entitled to a discount. How's that for discrimination? See, if the "straight travel" industry came out with a special "Straight Travel" section, with special "Straight Travel" discounts, everyone would commote. As with so many "equality" issues today, equality to so many people in this country is buffet-style.

Sud , Portland, OR
It's just not right.

Michael Bellotti , Key West, FL
It's about time. Sexuality is a non-issue. We all spend the same US Dollar.

Tom Villanueva , Houston, TX
Great ad! Very subtle, did not catch it the first time.

Valerie Gallin , Portland, ME
I saw the Orbitz ad, it was targeted at me. I came to the web site because I was happy to see that there was nothing whatsoever in the ad that was in the closet. Even the "women's" Subaru ad is only suggestion. You have to know who they are - to straight friends it means little.

Mario , Phoenix, AZ
I loved this ad!!!! It was great and a positive view on homosexuality. It really shows how American views on the issue have changed dramtically into a much more accepting light.

Nuala , Falls Church, VA
I've never seen this version of the commercial in the Washington DC area. The only one I've seen is the heterosexual version (it's a group of "party girls," etc.).

Matt , Dublin, Ireland
Good ad, but why the binoculars? Does it suggest that he's a voyeur or just that the hotel pool is very far away!

Erik , Phoenix, Arizona
I think the clip was great. It was done tastefully and directly. There should be more commercials directed towards our community. After all, we earn and spend our money the same as everyone else.

none



Bad Weather
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2006

AdRespect Score:


Beach
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2002



Coco
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2004

AdRespect Score:


Commitment
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2004



Doctor
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America, US National
Year: 2008

AdRespect Score:


Drag
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2004



Fast & Easy. Guaranteed.
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2005



Feelings of Inadequacy
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2003



Fly For Free!
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2004



Gay-friendly Getaways
Company: Orbitz
Brand: Orbitz
Country: United States
Region: North America
Year: 2007


none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2017 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement