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 were 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 funnier. Some stories are straightforward, some play with time. But most of all, we wanted them all to feel relatable.

This big adventure calls for a big song and there’s nothing more classic country than Tammy Wynette. Her tongue in cheek lyrics about tearing up the dance floor make for the perfect pairing - exciting, adventurous, wholesome and fun. "Your Good Girl’s Gonna Go Bad" calls you to leave your inhibitions behind and step outside of your comfort zone just like these gals. And fun fact: This song was a crossover hit in Japan in the 70s when it was covered by a Japanese girl group - an authentic tie-in that proved we had found the right track that took our story to the next level while maintaining cultural relevance.