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's known as the travel experts that instill confidence in travellers.

In this film we follow the daily lives of three women in Tokyo; Ruri, Hina and Akari - at the office, running errands and doing household chores. But, in each scene they’re counting under their breath and stepping along. The intrigue builds as we see more scenes of them all counting.

Then one day on her commute, Ruri sees something on her phone that makes her stop counting. We then cut to the three women sitting together, revealing they’re a group of friends. Ruri reveals what was on her phone screen - an Expedia offer for a trip to Dallas, Texas. They share a look of excitement.

We cut to the three women line dancing at a country-western bar full of rustic charm. They’re laughing together, sharing the moment, revealing their counting was their shared passion for country dancing, all in preparation for this trip of a lifetime,

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, with viewers appreciating the Western and country themes. This creative execution struck a chord with our audience, tapping into their sense of adventure and wanderlust.