Expedia - Travel yourself interesting
Facing eroding margins and an overcrowded, commoditised market, Expedia decided it needed to fight back to protect and grow their market share. Working with Ogilvy & Mather, they formed a strategic idea grounded in product truth and human nature. This lead to a creative campaign aimed at repositioning travel as a valuable investment in one’s self rather than a cost to be minimised. The ‘Travel yourself interesting’ campaign measurably increased Expedia’s margins, delivering a payback of £11 per £1 spent in the UK and €6 per €1 spent in France.