When rebrands go wrong

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Expedia brand campaign eschews travel clichés

Online travel firm Expedia is introducing a new strapline as part of a brand campaign is claims eschews “travel cliches” as it looks to stand out in the increasingly crowded online travel market.

Expedia

Expedia seeks to stand out by avoiding cliches.

The new strapline “Travel Yourself Interesting” aims to demonstrate the interesting things people learn when they travel.

It replaces “Expedia Everywhere”, which was introduced two years ago as the travel company sought to highlight its trusted positioning.

The multi million pound campaign, created by Ogilvy & Mather, launches on 3 June with TV ads, print and online activity as well as “social experiments” running until the end of July.

TV ads feature “underdog” characters who find themselves at the centre of attention after “travelling themselves interesting” and sharing funny travel tales and experiences.

Towards the end of the campaign Expedia will also invite consumers to share their own travel experiences to develop future activity.

Andrew Warner, senior marketing director EMEA at Expedia, says: “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.”

The online travel booking market is facing increasing competition from new entrants and also the expanding online operations of established tour operators such as Thomas Cook and Thomson.

Rival Lastminute.com also recently overhauled its brand communications in an effort to return to its roots as a specialist provider of last minute travel and entertainment opportunities.

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