Expedia: Travel yourself interesting
Agency: Ogilvy & Mather London
Country: United Kingdom
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 such that the market it created was a magnet to imitators and competitors. In the end, value was lost – driven out of the market and away from Expedia. By lost value we mean a specific combination of market, attitudinal and behavioural changes that combined to eat away at Expedia's margins.