Hotels.com / Expedia: Creating unforgettable EMOI travel memories

Expedia, a travel technology company, leveraged social media for its launch of 'Create Unforgettable Memories' to inspire and motivate Japanese travellers to explore the world beyond their boundaries and forge an emotional bond centred around travel.

Summary

Despite having the world's most powerful passport, only 17% of Japanese individuals hold one due to concerns about rising travel costs, currency value, safety, and a changing perception of the value of travel itself. To address these challenges and connect with the travellers, Expedia Japan hinged on a local concept of EMOI, a uniquely Japanese way of expression of deep emotions tied to specific moments. The "Create Unforgettable Memories" campaign was aimed to inspire and motivate Japanese travellers using EMOI to explore the world beyond their boundaries. Through a series of phased executions, including a teaser discount campaign, an...

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