Last June, Expedia launched the "No Matter What" campaign with films telling the emotional stories of hopeful travelers using Expedia tools to overcome barriers to travel.

This campaign was successful in building branding awareness and changing Expedia's perception in the viewers' minds. For 2024, we wanted to keep telling personal and intimate stories of travelers, but we were also excited to embrace new challenges, push creative boundaries, and produce an even more impactful campaign than in 2023.

If last year we focused mostly on American travelers, this is a much more ambitious series of films aiming at increasing awareness in new markets for Expedia like Japan and Mexico. To achieve that, we embraced a wider range of emotions and stories behind each trip. Some scripts are more emotional, some little funnier. Some stories are straightforward, some play with time. But most of all, we wanted them all to feel relatable.

The ad called for a fun, unexpected tune as unique as our group of sisters. “Destination Unknown” playfully tells their story (“Where do we go from here?”) with whimsy and wonder. This forgotten gem feels familiar and surprising at once, drawing us into their next adventure. An earworm that elevates the story while commanding your attention, positioning Expedia right in the heart of culture.