Upgrading offered a strategic platform from which to explode the story telling potential with myriad content suitable for distribution: from feel-good check-in surprises of free upgrades through to showcasing Canadian adventures including footage of white-water rafting, and our Upgraders were enthusiastic videographers and tweeters!

Armed with iPhones and visited by film crews, our Upgrader’s content was used to construct a social media program that shared their experiences. Their stories were told through video units on industry-leading Expedia.com (including their first-ever homepage video units) and amplified through behaviorally targeted reach using a DSP that allowed us to optimise in real time and pool cookies for serving successive creative to tell the story.

PR was ramped up in the last phase: Facebook for laser-targeted demographics, Twitter for conversation targeting and gaining online editorial (via GoViral) adding credibility whilst amplifying our actions. Expedia’s integrated widget allowed visitors to immediately search for Canada itineraries.

Expedia experienced a +21.5% increase to Canada content, RESULTING IN A 9.2% INCREASE IN BOOKINGS versus the same period in 2011, demonstrating campaign success in speeding up consideration to purchase.

YouTube views pushed through the 1.3 million mark, +30% ON GOAL AND CLIMBING, as well as gaining significant additional PR editorial interest. As the phases rolled out, a huge volume in social commentary for travel to Canada was seen; over 680% increase vs monthly average! Additionally, visits to the campaign website exceeded 150,000 with an overwhelming amount via referral with Facebook driving 87% & 93% France and Germany site traffic.