We developed a promotion idea that motivated expedia.de customers while at the same time calling the attention of new customers to the world’s largest online travel portal’s great offers. How? Simple: With a travel voucher for 50 Euros, we convinced expedia.de’s customers to turn a simple absence memo into an exciting advertising method, with only a few clicks. Whoever booked a trip at expedia.de in the summer of 2009 was able to use an online tool to create an absence memo showing those at home where they were and they were enjoying the sun. And how reasonably priced the trip was. Whoever wanted to know more could go directly from there to the expedia website.

This promotion was so efficient because there were no media spendings and it was only advertised directly at booking within the sphere of expedia customers. During the campaign, 28% of the customers downloaded the absence memo.