Sometime last year, the data scientists at Trivago figured out a simple metric for identifying potential customers: If you can't afford a belt, you probably are in the market for a good deal on a hotel room. Thus, an advertising campaign was born. In a commercial that started airing last year, a pitchman who would ultimately become known as Trivago Guy began captivating television viewers. Bedraggled, bleary-eyed, and, to connect with the target audience, beltless, Trivago Guy looks like he has spent the last 20 years draining hotel room mini-bars dry while leaving the pillows untouched. And yet who can deny the easygoing but absolute assurance he projects when explaining what to look for in an online hotel reservation service?
#trivagoGuy, in short, was a hit. But now that he has apparently captured the unshaven-and-beltless traveler demographic, Trivago has decided to give him a makeover. Share a photo of what he should look like on social media, and you can win a five-day trip to Berlin.
In the old days, of course, only new CEOs were allowed to wreck winning ad campaigns. Now, thanks to the democritization of media, we all can.
But the truth is Trivago Guy does provide an instructive lesson in when artful dishevelment stops being artful and crosses over into Stage I Homelessness. His rumpled hair? Fine as is. His three-day stubble? Also okay. His shirt? Incorrectly disheveled. He should switch from full tuck to semi-tuck. And most importantly, as London mayor Boris Johnson showed us in 2009, Trivago should indeed put on a belt.
We think our Adam Smith Cashmere belt in Chocolate Sandwich Cookie is exactly what Trivago Guy needs to perfect his look. And to emphasize this fact, we're having a sale, from now through August 30, or until we run out of belts, whichever comes first. Regular price $90. Sale price $50, shipping included. We're sure Trivago Guy himself would approve — he knows a deal when he sees one.