Expedia addresses ambivalence with direct campaign

Travel booking site Expedia has launched a campaign to differentiate the brand from other travel search engines.The campaign highlights both Expedia's convenience of use and the value of booking hotel and flight plans together on the site.

“People don't think it matters where you book travel, and that there is no reason to book anywhere specific,” said Halle Hutchison, director of brand marketing at Expedia. “We wanted to address that ambivalence.”

The travel company's site was recently redesigned for a smoother booking process. Three television spots launched the week of December 28, and digital elements include a YouTube site takeover and channel, and a presence on Facebook and Twitter. The company is also using behavioral targeting to identify prospects.

Expedia's goal is acquiring new customers and retaining primary customers, which are typically midsized-business travelers who book their own itineraries. Customers can enroll in Expedia's Elite Plus program, where the marketer's value and retention tactics are tested before being launched to the general market, Hutchison said.

“We're using behavioral targeting in digital, following people in the travel purchase funnel on Expedia.com, and serving ads to get our brand-awareness message out,” she said. “We're using direct tactics to get our brand message across.”