Expedia addresses ambivalence with direct campaign

Share this content:

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.”


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above