Even though Expedia was the first online travel agency, and was still the category leader, all kinds of new competition had entered the game, resulting in a crowded sea of sameness, with brands shouting deals from virtually identical websites. To differentiate and win people over, our competitors relied on characters like William Shatner or the Gnome, as well as endless promotions.

We decided on a very different route, worthy of our leadership position and designed to connect with people on a deeper level. We elevated the conversation away from the gimmicky clutter to connect with a universal truth: travel is a transformational personal experience. It changes you.

By celebrating the emotional, transformational nature of travel, Expedia would demonstrate that it truly understood travelers – not only where and how they like to travel, but why.

The emotional power and cultural currency of the resulting Find Yours campaign accomplished the job of making Expedia stand out as a brand with an authentic point of view as well as making a powerful impact among its vital constituencies—customers, employees and partners. Find Yours featured real travelers, on real trips, telling real stories about the discoveries enabled by travel and inviting people to join the conversation.

The strongest piece in the campaign—Find Your Understanding—went even further. Featuring a father’s journey, both geographical and psychological, to his daughter’s wedding to a woman, the film took a stand on the controversial issue of gay marriage and played a role in a major cultural shift. Expedia was part of a historical change in how people think. Same-sex marriage went from something fringe to something normal. Being on the right side of that conversation gave the brand real character and made the world think differently about Expedia.