Ogilvy & Mather London unveils, on July 3rd, a new integrated, pan-European campaign for leading online travel retailer, Expedia, which uses the flexibility of the “Travel Yourself Interesting” platform to elevate the product to center stage.
Fresh from receiving a prestigious Cannes Lions Creative Effectiveness Award, the overarching campaign has delivered a positive ROI for Expedia and scooped a host of prestigious awards, such as D&AD, The One Show, London International Awards and the Marketing Society Awards for Excellence.
Running for three months across Europe, the new campaign features three new TVCs that demonstrate the truth that travel makes you a more interesting person. With product messages at their heart, the TV ads are accompanied by targeted online films that aim to interrupt consumers on YouTube, Facebook and VOD and challenge them to move away from the computer screen and “travel themselves interesting”.
Each of the TV ads shines a spotlight on the underdog who always comes out on top. The first ad shows Illusionist Hugo presenting breathtaking tricks, such as removing his torso from his legs live on stage. But when he looks up from his amazing feat, he sees that Brian, the sound guy, has stolen the crews’ attention away from his tricks with his recent holiday snaps from Hawaii.
The second film shows Esteban the Horse Whisperer performing jaw-dropping acrobatics and tricks with his horse. However he’s shocked to find that his usual audience is more interested in ranch worker Pedro’s trip to New York, to even bat an eyelid at his achievements.
The final ad shows Brad the Stuntman, risking his life and jumping from death defying heights, only to find that Janice the taco lady has become the new star of the show, reeling the film crew in with her travel tales and photos from Paris.
All three executions will run this summer, across countries including the UK, France, and Germany. The campaign is also declined online and on radio.
Together we have created a brilliantly subtle new campaign, heroing the product whilst perfectly capturing and elevating the Travel Yourself Interesting idea. We’re confident that the great strategy and creative solution will deliver further positive, tangible business results for Expedia
Senior Marketing Director Expedia
Expedia’s brave decision to steer away from travel marketing cliches already paid dividends for the brand, so now that we’re emphasizing their awesome products, we expect even better results from the campaign.
Chief Creative Officer Ogilvy & Mather London
- Expedia: Andrew Warner, Senior Marketing Director
- Ogilvy & Mather London: Simon Lotze – Copywriter, Miguel Nunes – Art director, Gerry Human – Executive Creative Director, Mattijs Devroedt – Planner, Mark Lainas, Larry Ball-Piatti – Account Lead/Director, Briony Gittins, Joseph Grigg, Anastasia Selezneva – Account Manager
- PHD – media agency
- Production company: Moxie – TV, Frank Todaro – director and Alecia Farren – Producer
- Director of Photography: Richard Mott
- Editor: Rich Orrick
- Agency Producer: Henry Huang
- Post Production / VFX: MPC
- Music: Track -“Travel Yourself Interesting”; Siren Music – Stuart Hancock