Expedia Says, ‘Go With Confidence’

CHICAGO Doner highlights Expedia.com’s tools to help travelers make informed decisions in its first campaign for the travel site since winning the $170 million account last September.

The effort, which includes television and print components, introduces the company’s new tagline, “Go with confidence.” The television spots, which break this week, each highlight tools that Expedia has developed to help consumers make their travel plans.

One spot, already on air, uses Expedia’s trademark yellow suitcase to describe the confident traveler. As travelers carry the suitcase in exotic locales, a host talks about what makes a confident traveler. “They know what days will save them the most money with Expedia’s airfare and hotel rate calendars,” he says as a drop-down menu on screen shows how the calendars work.

Other descriptions include virtual tours and consumer opinions of certain destinations. As the spot ends, every traveler is seen carrying a yellow suitcase.

“Expedia has always been about empowering travelers with choice, and this new advertising campaign reflects the confidence Expedia travelers experience in knowing they are accessing powerful tools and a great selection, value and service,” said Kevin Weinman, evp, account management director at the Southfield, Mich., agency. “We sought to demonstrate Expedia’s commitment to providing its customers with the tools they need to be confident in their decisions when planning the perfect trip.”

The new tagline replaces, “Enjoy your trip,” which was developed by the client’s previous agency, Interpublic Group’s Deutsch/LA in Marina del Rey, Calif. The campaign maintains the sung “dot-com” audio signature.

The independent shop won creative and media chores on the $170 million account last September after a review that included IPG’s Mullen in Wenham, Mass., and Omnicom’s TBWA\Chiat\Day in Playa del Rey, Calif. All three agencies had ties to Expedia through the company’s former parent, IAC.