In 2022, Expedia launched its new global brand campaign reminding travelers that experiences matter more than things and Expedia enables them to confidently experience more because they are Made to Travel. But with consumers facing a double whammy of growing expenses and an increasingly disrupted travel landscape post-COVID, our audience was unsurprisingly feeling less sure of travel than usual.

The imperative was to refresh the 'Made To Travel' platform to build a deeper emotional connection with our audience by instilling them with the confidence to travel and reassuring them that Expedia would be there to support their journey with helpful products including price drop protection and price tracking, as well as more efficient ways to shop and save.

Our goal was to create brand distinction and drive consideration through these emotional levers by breaking down consumers' barriers, making Expedia's known as the travel experts that instill confidence in travellers.

The campaign delivered significant lifts in perception of features and tools that help reduce stress, confidence and ease of booking, showing that our message resonated with our audience’s context and helped boost their confidence to travel.

OOH achieved 304 million impressions across the US, supporting a broader campaign that successfully reached 93% of the market. OOH delivered disproportionate impact, as ad awareness almost doubled among those who were exposed to OOH alongside other elements of the campaign.

Through a range of executions across our campaign that tackled a breadth of down-to-earth obstacle stories, we were able to increase brand affinity and favorability by 10% and increase booking intent by 55%. This translated to a 7% increase in site visits and an 8% increase in booking value.