# Turning consumer signals into campaigns that work, with Kayak's senior VP of brand marketing

Page: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/turning-consumer-signals-into-campaigns-that-work-with-kayak-s-senior-vp-of-brand-marketing
Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/turning-consumer-signals-into-campaigns-that-work-with-kayak-s-senior-vp-of-brand-marketing.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-08-05T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/turning-consumer-signals-into-campaigns-that-work-with-kayaks-senior-vp-of-brand-marketing
Audio file: https://traffic.libsyn.com/secure/marketersbrief/Turning_consumer_signals_into_campaigns_that_work_with_Kayaks_senior_VP_of_brand_marketing.mp3?dest-id=1162928
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Duration seconds: 1050

## Resource

An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until research confirms it's real. That process turned a theory about group travel into "Bookboards": 84% of travelers have watched a group trip stall in the chat, and 90% blame one friend who won't commit. The travel brand's senior VP of global brand marketing Carolina Montenegro walks through how Kayak separates a real consumer pattern from a passing one, how the brand teases familiar behavior without punching down, and what that discipline looks like for marketers outside travel. Dig deeper: ~ Kayak's 'Bookboards' let friends shame a holdout who won't commit to a trip ~ Millennials get thrashed in Kayak's biting booking campaign ~ How brands can separate passing fads from valuable consumer insights ~ Circana's Cara Pratt on inventory versus insight, and why more data isn't the answer

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## Transcript

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