advertising case: Expedia
Above: creative from Ogilvy & Mather London from the 'Travel Yourself Interesting' campaign.
Facing numerous business challenges, the online travel provider Expedia turned to Ogilvy & Mather London to connect with an audience of affluent consumers who would spend on travel even during a recession.
The agency developed a strategy around the idea that travelling makes people more interesting, which was designed to attract traffic to its website and app rather than via search or third party price comparison websites.
The campaign worked particularly well on social media, using the Twitter hashtag #TYI.
The brand benefited, with the value of gross bookings increasing by 8% in the UK, and by 33% in France.
This case went on to win a bronze in the 2014 IPA Effectiveness Awards.
Full case available from the IPA here.