EXPEDIA 'FIND YOURS' LAUNCH

EXPEDIA - FIND YOURS

Expedia’s 16-year legacy and high awareness had made it the leader in the segment. But the lead was narrowing and Expedia wasn’t giving consumers a differentiating reason to choose them over any other brand in this commoditized, faceless, mechanistic, price-driven category. 

But while very few people were passionate about Expedia, everyone is passionate about the experience enabled by Expedia. Great trips stay with us forever, while the process of booking a trip may fade.

To disrupt the category we sought to make Expedia the only online travel agency talking about the personal nature of travel, moving the discussion from transactional to transformational. Our insight was based on this universal human truth: every traveler and every trip is unique. Travel is personal – it is about more than changing places, it is about finding the things that change you.

We focused on the personal experiences of travel with a campaign centered on a simple mantra - “Find Yours.” Our anthem launch film, created from UGC from Expedia travelers, highlighted this power of travel.

Carrying the campaign into the post-trip experience, we handed the storytelling over to travelers with an interactive Expedia Facebook application which integrates users’ Facebook and Instagram feeds and incorporates Google Maps API to enable them to make their own travel videos.