Expedia brand campaign eschews travel clichés

Online travel firm Expedia is introducing a new strapline as part of a brand campaign is claims eschews “travel cliches” as it looks to stand out in the increasingly crowded online travel market.

Expedia seeks to stand out by avoiding cliches.

The new strapline “Travel Yourself Interesting” aims to demonstrate the interesting things people learn when they travel.

It replaces “Expedia Everywhere”, which was introduced two years ago as the travel company sought to highlight its trusted positioning.

The multi million pound campaign, created by Ogilvy & Mather, launches on 3 June with TV ads, print and online activity as well as “social experiments” running until the end of July.

TV ads feature “underdog” characters who find themselves at the centre of attention after “travelling themselves interesting” and sharing funny travel tales and experiences.

Towards the end of the campaign Expedia will also invite consumers to share their own travel experiences to develop future activity.

Andrew Warner, senior marketing director EMEA at Expedia, says: “Who hasn’t come back from a trip having learned something new – either about a place or just about themselves? When we return from our travels, we have gained knowledge and experience which shapes our lives and gives us something new to share with our friends and family. We see travel as an investment, rather than a luxury. Just as with any investment, the value rests on making the right choice and this is where Expedia helps.”

The online travel booking market is facing increasing competition from new entrants and also the expanding online operations of established tour operators such as Thomas Cook and Thomson.

Rival Lastminute.com also recently overhauled its brand communications in an effort to return to its roots as a specialist provider of last minute travel and entertainment opportunities.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here