Toronto agency Grip took a different approach with this year’s winter campaign for Expedia, entitled “World Traveler.”.
While last year, Expedia touted its ability to help you “Escape Winter,” this year’s campaign is all about the destination — and how easy it is to get there using Expedia. In the 45-second “Paradise” a bearded traveler explains how he’s searched his whole life for the perfect beach and finally found it. “And you friend, what journey brought you here?” he asks the woman sitting next to him at a beach-side bar. She explains she booked her trip on Expedia.ca, which she says took about two seconds. The ad, which will air on broadcast and as a pre-roll online, is also supported by print and cinema components, followed by a contest on social media featuring a beach vacation giveaway.
“Often in travel ads, what we’re talking about is what you’re escaping from,” Ben Weinberg, a creative director at Grip, told Marketing magazine. “This was about what you’re escaping to.” He went on to explain that as the winter wears on, a second campaign will take over with an approach more reminiscent of “Escape Winter.”