Expedia takes brand position of trust and personalisation

Online travel booking brand Expedia is adopting a new brand positioning and rolling out an international campaign in support of the strategy.

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The “Expedia Everywhere” strategy is designed to differentiate Expedia from other online travel booking companies by focusing on the brand as a “trusted travel partner”.

It also intends to be known for providing a more personalised travel service and this will be promoted in Expedia’s marketing through the theme of “People Shaped Travel.”

Earlier this year lastminute.com repositioned because it felt the online travel space was becoming too crowded with competitors. The company decided to base its marketing on the concept of helping customers tell “unforgettable stories” rather than just promoting discount offers.

Expedia’s first campaign under the new approach will focus on the company’s employees and their passion for travel. The televisions ads, which have just started in the UK feature appearances from real Expedia staff.

The company’s aim is to reassure customers that it has a diverse team of experienced travel and technology professionals who are dedicated to delivering the best holiday experience for their customers.

Supporting marketing activity takes in radio, print, online and social media across European markets, with insights into the working world of Expedia to be offered via Youtube and Facebook over the summer.

Expedia recruited Andrew Warner from LG to be its senior marketing director for EMEA in February last year.

He says that Expedia, as a market leader, needs to lead the industry in all aspects of business. “We are seeing huge leaps in innovation across all media but travel advertising has stayed relatively still, focusing on palm trees and price points and customers are looking for change.”

Expedia’s campaign has been developed by Ogilvy & Mather Advertising with media planning and buying handled by PHD.

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