Expedia: Find Yours
Agency: 180la Los AngelesAdvertiser: Expedia, IncBrand: ExpediaCountry: USA
Objectives
"UNEASY LIES THE HEAD THAT WEARS A CROWN"
Fifteen years ago, Expedia revolutionized the travel industry and created an entirely new category as the first-ever OLTA (Online Travel Agency). Over the years, the category thrived with new entrants. In 2011, Expedia still dominated the market with 98% brand awareness, 15% first choice consideration, and 42% of US bookings1. While Expedia had easily held the #1 position for years, key competitors were quickly gaining ground, jeopardizing the brand's lead.
With...