Online Travel Platform Expedia to Launch Fresh Rebrand Marketing
In the effort to stand out from the crowd in an increasingly competitive online travel market, Expedia is to launch a multimillion pound brand campaign based around avoiding "travel cliches".
Created by advertising agency Ogilvy & Mather, the major new marketing campaign will roll out to the public on 3 June via TV ads, print and online activity, as well as "social experiments" running until the end of July.
Replacing "Expedia Everywhere" which was introduced two years ago to position the company as a trusted provider, the fresh strapline is "Travel Yourself Interesting", with the brand message demonstrating the interesting things people learn when they travel.
TV advertising will feature "underdog" characters who find themselves in the spotlight after "travelling themselves interesting" and sharing their amusing travel experiences. Towards the end of the campaign, Expedia will also invite the public to share their travel stories for use in future promotional activity.
Senior Marketing Director EMEA at Expedia, Andrew Warner, commented: "Who hasn't come back from a trip having learned something new - either about a place or just about themselves? When we return from our travels, we have gained knowledge and experience which shapes our lives and gives us something new to share with our friends and family. We see travel as an investment, rather than a luxury. Just as with any investment, the value rests on making the right choice and this is where Expedia helps."