Travel advertising tends to fall into one of two extremes. You’re either faced with high-pressure sales tactics where deals expire, rooms run out and there’s always pressure to “book now” or suffer the consequences. Or they prey on people’s FOMO, pushing the idyllic, and often unrealistic, dream vacation
But on Hotwire, deals never run out. This inspired us to take the pressure out of a high-pressure category in a campaign we aptly call The No Pressure Zone. In this paradoxical wrinkle in time, deals are available for an unlimited time always and supplies last all the while. So you can book now. Or later. Or whenever. With the laid-back Martin Starr as our anti-spokesperson and Karl as his super chill spokesgoat, this fantastical world was a much-needed respite from the high-pressure sales tactics of a FOMO-filled category.
With more than 20 years of advertising experience, Mike has worked in a wide variety of roles in the industry including account management, as well as strategy and media across a wide variety of categories.
As CEO and part owner of Heat, John Elder has led the creative agency to be recognized as one of the most innovative and surprising agencies in the United States. Along with his partner Steve Stone, Elder has grown Heat from its initial team of nine to currently more than 100 employees.
An industry veteran with more than 30 years in advertising, Stoney, as he’s affectionately called at Heat, lends his aesthetic eye to everything at the agency. He has helped shape and has the final say on all creative for clients and has quite a collection of awards to show for it.
With over 15 years of advertising and digital marketing experience, Aaron has worked in a variety of roles across the industry from client services to strategy. In recent years, he has worked on diverse brands including Electronic Arts, Adidas, Nike, Wells Fargo, Fox, Sony, and Pepsi.
As the Chief Strategy Officer, Justin Cox leads Heat’s extensive strategy team as the first in line in Heat’s brand and campaign development process. With the power of Deloitte Digital, Justin helps brands realize their ultimate potential across any of their consumer touchpoints.
Maggie Windsor Gross found her way into planning and strategy because of her love of art, storytelling, game theory, and anthropology. She's worked on strategy for brands like Dos Equis, Starbucks, Samsung, truth, American Express, Keurig, Lysol, Coke, and Special Olympics.
Warren has spent the last 15 years creating iconic & surprising campaigns for Yahoo!, Ben & Jerry’s, Miller Lite, Conde Nast and his one true love, Electronic Arts.
Executive Creative Director Elaine Cox is a Copywriter with a Master’s Degree in Art Direction. She loves finding new ways to connect with people. Whether that means using humor, tugging at heart strings, enhancing storytelling with robot technology, or telling a story without saying a single word.