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 Made To Travel 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 known as the travel experts that instill confidence in travellers.

The emotional shape of this film is delivered through its unique sound design. Opening with the sliding doors of a crowded Tokyo subway train, a cacophony of sounds assaults our ears. Tannoys, rushing commuters and traffic combine to create a sense of pressure that we feel viscerally.

Amid the background chatter of a busy cafe the mother sees a notification on her phone, which she shares with her partner. It’s an Expedia notification with an alert of real time price drop on flights to Los Angeles.

We cut to a stunning vista of the Sierra Nevada where the chaos of the city has been replaced by the serenity of nature. Gentle breezes and rustling leaves creates a sense of serenity that we share with the family now standing in this transformed location. We feel their relief in this escape made possible by that perfectly timed price drop from Expedia.

Our creative campaign in Japan has positioned us favourably for continued growth.

Taking a closer look at the performance of our campaigns – during the first 3 weeks, we achieved within the average performance range of 80-90% in the Japanese TV market, indicating that we are on par with industry standards.

Across social media, our content strategy has been effective, with over 50% of positivity garnered across the campaign. From our social listening efforts, we've observed a surge in positive sentiment towards our TV and YouTube ads. This creative execution struck a chord with our audience, tapping into their sense of adventure and wanderlust.