The campaign features 100% user-generated content, or, more specifically, travel-generated content photos and videos and stories from everyday consumers, explaining how travel has transformed them.
Expedia.com today introduced a new brand campaign, Find Yours™, that puts the camera in the hands of travelers themselves. The campaign features 100% user-generated content, or, more specifically, travel-generated content – photos and videos and stories from everyday consumers, explaining how travel has transformed them. This content is featured throughout all facets of the campaign, which will include a new 60-second TV spot – which will kick off the campaign beginning today – as well as a series of mini-documentaries and short travel-themed films from up-and-coming filmmakers. Find Yours will also become Expedia's new tagline, replacing "Where You Book Matters."
The Find Yours campaign reflects more than an advertising shift for Expedia, which in fifteen years has grown to become the world's leading online travel available through Expedia.com worldwide, and millions of travelers come to Expedia every day in search agency. It is a move away from the commoditized feel of online travel booking, and a move towards the transcendent bliss of the perfect vacation. More than 150,000 hotels are now of the perfect trip. The company's unparalleled scope gives it a unique perspective on the impact of travel. The Find Yours campaign examines that impact through multiple lenses, showing how travel helps people find their nerve, their curiosity, their bliss, their purpose and their gratitude.
The Find Yours brand campaign was helmed by Vic Walia, the senior director of brand marketing at Expedia. 180LA helped develop the "Find Yours" campaign. This is the agency's first work for Expedia. 180 LA was selected as Expedia's advertising agency of record in March 2012. Media planning and buying for the Find Yours campaign was executed by TargetCast.
"We helped create online travel, but over the course of the last 15 years, the personal touch has been lost," said Joe Megibow, vice president and general manager, Expedia.com. "In a world where every traveler and every trip is unique, Find Yours is our effort to capture the magic of travel and to make travel personal again. With more travel options than anyone in the world, no matter who you are and what you are looking for, we can help you 'Find Yours'."
Real World Travelers Star in Expedia's Find Yours Expedia's new TV spot begins airing today and will be seen on top programming nationwide. Expedia has focused the spot on everyday travelers, each of whom has been transformed by travel. Their real-life vacation videos are used throughout the spot. Such travel stories are featured throughout every facet of the campaign, which includes:
For one, Expedia is making greater use of consumer reviews, through its program and through a recent redesign of the company's program, which now allows consumers to write reviews specifically for their like-minded peers. Given strong customer demand for flash-sale and short-term deals, Expedia has greatly expanded its offerings, which now include deals, live for 24 hours; and , which is a crowd-sourcing travel solution that showcases deals found by other consumers within geographic proximity.
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