Expedia has launched a new European advertising campaign, marking the start of a new era for the brand as it rolls out its Expedia Everywhere strategy.

Expedia Everywhere encompasses a series of transformational initiatives to deliver increasingly personalised travel services and redefine Expedia’s role as a trusted travel partner rather than simply a booking engine.

Expedia will bring to life this vision through a series of marketing initiatives that will be linked under the theme of People Shaped Travel.

The new advertising, devised by world leading agency Ogilvy & Mather Advertising, is an integrated, multimedia campaign which will span TV, radio, print, online and social media across Europe The first advertisements will appear in the UK on June 20th and then roll out to Germany, The Netherlands, Italy, Sweden, Norway, and Denmark.

The aim of this first burst of communications will be to bring to life the diverse range of global travellers who work at Expedia.

While many rivals focus on palm trees and price points, the People Shaped Travel campaign reassures customers that, behind Expedia is a diverse team of experienced travel and technology professionals who are all looking to work with customers to create the best possible tools and solutions to ensure an optimum holiday experience.

Andrew Warner, senior marketing director, EMEA, Expedia, commented: “As a market leader, Expedia needs to be leading the industry in all aspects of the travel business.

“We are seeing huge leaps in innovation across all media but travel advertising has stayed relatively still, focusing on palm trees and price points and customers are looking for change.

“This campaign is the culmination of an extensive pan-European consumer research study, which highlighted that customers are seeking reassurance and a greater level of personal engagement with travel brands.

Media planning and buying for the campaign has been conducted by PHD.

The TV campaign launches on June 20th, but further elements of the campaign will be revealed through social media channels such as Youtube and Facebook throughout the summer offering a more intimate insight into the world of Expedia and the inspirational travel experiences that Expedia will be delivering in the near future.