Expedia unveils multi-million dollar brand campaign

On May 05, 2010 at 10:58 PM

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Expedia, Inc, the world's largest online travel company and operator of the Expedia.com.auTM and Expedia.co.nz websites in Australasia, today unveiled its first television and cinema brand campaign in Australia and New Zealand. The campaign launches tonight in cinema and will roll out on national television in both countries throughout May.

The company also unveiled a redesigned brand logo and new tagline for the two Australasian websites.

The new Expedia® brand is built around a simple yet powerful premise: Where you book matters™.

"We are seeking to break the mould with travellers and demonstrate that it really does matter where you book your travel. Put simply, we want to be the single best place to book travel," said Louise Crompton, Marketing Manager for Expedia.com.au and Expedia.co.nz.

“Initiatives like dropping booking fees on flights and being the first online travel company to waive change and cancellation fees show our commitment to this goal and to always put the needs of travellers first,” Ms Crompton said.

The launch of Expedia’s new brand campaign in Australia and New Zealand marks the midpoint of a process that began in early 2009, when the company began an extensive process of traveller engagement to understand what really mattered to Australian and Kiwi travellers. In September, Expedia announced that BMF was appointed its creative and channel planning agency in Australia and New Zealand, to help realise the vision of putting travellers first.

The TV commercial, which will appear in 60 and 30 second versions, was directed by the acclaimed Michael Spiccia of goodoil, and shot on location at Lake Bathurst in New South Wales with a cast and crew of more than 100 people. The BMF agency team included creatives Shane Bradnick and Dustin Lane, and strategic planner Melissa Bolling.

The theme of the television commercial is based around an expansive visual containing hundreds of hotel housekeepers making up beds of different kinds and sizes, acting in unison as they do so. The imagery conveys Expedia’s scale and unique selling proposition as being part of the world’s largest online travel company, but also uniquely Australasian at the same time.

Ms Crompton also commented that the benefit of Expedia’s scale is that it can offer customers better value, unparalleled choice, with more than 110,000 hotels, up to 180 airlines, top car hire brands and access to thousands of attractions, in addition to more people around the world focused on creating the best travel booking experience possible.

“Australian and New Zealand travellers can rest assured that they’re in safe, trusted and experienced hands, and that with Expedia, where they book really does matter,” she said.

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