Expedia: Travel Yourself Interesting - How one idea altered the fate of Expedia in two very different markets

This case study describes how Expedia, a travel bookings website, repositioned its brand to focus on experience rather than price in the UK and France to meet two different challenges.

Expedia: Travel yourself interesting

Agency: Ogilvy & Mather LondonAdvertiser: ExpediaBrand: ExpediaCountry: United Kingdom

Objectives

The objectives for the creative work were to turn around the fortunes of Expedia in the UK and France in the face of commoditisation, declining bookings and, crucially, a reduced margin.

Expedia was launched in 1995 as the first big online travel-booking brand, in the days when high street travel agents were the norm. Expedia single-handedly built the online travel market – and then fell victim to the consequences of its own success.

Expedia's success had been...

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