A Leader on the Defensive
Expedia is a leader in the online travel industry, but the competition is fierce. With the way technology is changing today alongside a strong field of competitors, Expedia's mission to revolutionize travel through the power of technology will keep the company on track to maintain a leadership position. In the travel industry, mobile, convenience and a streamlined cross-platform experience is critical. Expedia understands this and puts technology and innovation at the forefront.
Alongside this very practical mission, Expedia introduced a new campaign and brand tagline in summer of 2012: "Find Yours." The campaign repositioned the brand from a booking agency with "Expedia: Where you book matters" to a company focused on the aspirational search for that perfect vacation. What that perfect vacation looks like varies for everyone. Expedia launched the campaign with an ad created from user-generated content explaining what they found in their travels. This campaign has great flexibility and the company has employed it beautifully integrating it into all aspects of its marketing from television to social media. Expedia has ventured from the initial lighthearted messaging as you'll see in "Find Your Innocence" to the powerful messages in "Find Your Understanding" and "Find Your Strength."
This campaign has longevity and may help the Expedia brand head in a loftier direction as a company that provides not only a streamlined and convenient booking experience, but an emotional tie to the true value of travel.
Resources: Adweek
Alongside this very practical mission, Expedia introduced a new campaign and brand tagline in summer of 2012: "Find Yours." The campaign repositioned the brand from a booking agency with "Expedia: Where you book matters" to a company focused on the aspirational search for that perfect vacation. What that perfect vacation looks like varies for everyone. Expedia launched the campaign with an ad created from user-generated content explaining what they found in their travels. This campaign has great flexibility and the company has employed it beautifully integrating it into all aspects of its marketing from television to social media. Expedia has ventured from the initial lighthearted messaging as you'll see in "Find Your Innocence" to the powerful messages in "Find Your Understanding" and "Find Your Strength."
This campaign has longevity and may help the Expedia brand head in a loftier direction as a company that provides not only a streamlined and convenient booking experience, but an emotional tie to the true value of travel.
Resources: Adweek