Campaign details
Agency: Digitas UKClient: ExpediaCampaign Name: The Check-In
Expedia knew members were visiting up to 38 other travel sites when planning where to go next, increasing the chances of them booking elsewhere. It needed engagement to take off.
Strategy
Expedia was seen by its customers primarily as a travel booking site - they weren't looking to the brand for inspiration and often considered booking elsewhere without feeling disloyal.
To compound this, Expedia Rewards 'Blue' tier members - representing 80% of the base - were 20% less engaged with key communications compared to higher-tiered members....