Ogilvy & Mather has unveiled a major integrated campaign for leading online travel agent, Expedia. The brand will launch a significant new push with the invitation to ‘Travel Yourself Interesting.’
The TV campaign follows swiftly on the back of Ogilvy & Mather and Expedia’s success at the Clio awards for its print and outdoor work and breaks in the UK on Monday 3rd June. The multi million pound campaign, which plays off the insight that travel enriches life, is running across TV, press, online and social, throughout June and July.
The ads themselves will be travelling to interesting spaces with the TV commercial popping up at rooftop cinemas across London. Print ads will highlight the quirky and interesting things we learn when we travel, with further social media extensions planned for the end of the summer inviting travellers to share their own.
The two TV commercials, one set in an office and one in a yacht club, each feature underdog characters who have suddenly and unexpectedly found themselves to be the centre of attention because they recently ‘travelled themselves interesting’. As they share their amazing and funny travel stories, the tables are swiftly turned on their social rivals, who suddenly find they have been replaced by these newcomers.
Gerry Human, Chief Creative Officer for Ogilvy & Mather London said: “I think it’s brave and smart of Expedia to avoid clichéd travel advertising in favour of a campaign that’s more about what you get out of travel than where you go. Not only that, the world might even be a better place if everyone was a bit more interesting!”
Andrew Warner, Senior Marketing Director EMEA at Expedia said: “Who hasn’t come back from a trip having learned something new – either about a place or just about themselves? When we return from our travels, we have gained knowledge and experience which shapes our lives and gives us something new to share with our friends and family. We see travel as an investment, rather than a luxury. Just as with any investment, the value rests on making the right choice and this is where Expedia helps.”
Travel Yourself Interesting aims to highlight this reality through a fully integrated campaign. In line with Expedia’s People Shaped Travel philosophy, Expedia will be putting people at the heart of their campaign and aiming to show how to ‘Travel Yourself Interesting’ in a variety of novel and unusual ways, including some exciting social experiments with real people - and of course, travel itself.