Travel Tagging
9:00 am
In lieu of any last-minute getaways allow the folks over at Ogilvy to brighten up your (dark, damp) Monday with their latest campaign for Expedia, that utilises those ubiquitous three-letter airport luggage tags to wonderfully witty effect. Apparently there’s more than 900 airports worldwide that utilise these iconic adhesive labels so the team had a plethora of little words in their armory. We can’t fault the execution, the innovative use of an item that’s so readily discarded, or the perfect timing of a campaign that urges us to up and leave this grey place for some much-needed respite.' *
Following the huge success of the initial adverts, Expedia wanted to develop this innovative idea even further. The answer - social media.
'A fun and easy to use Facebook app was developed, that enabled users to create their own travel messages to share with their friends, and be in to win a holiday for two with Expedia.'
The results - 'Over 4,000 Facebook fans created and shared travel messages, Expedia's Facebook fanbase doubled in size and at it's peak the brand page had a reach of over one Facebook million users.' I think that can be taken as a huge success! **
Even though this doesn't seem like the most innovative of campaigns in 2017, it stood out from the crowd in 2013 - social media was causing a stir, personalisation was key and integrated campaigns weren't the norm. Along with this, Expedia were able to take something that is so commonly discarded when travelling, into something fun, playful and exciting that you just can't ignore.
*http://www.itsnicethat.com/articles/ogilvy-expedia-campaign
**http://stevehorner.co.nz/expedia
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