Expedia Travels to New Territory

How the company's marriage equality spot wasn't aimed at the LGBT community

Earlier this month, Expedia launched “Find Your Understanding,” a 3:20-minute film about Artie Goldstein, a retired business owner who struggles to come to terms with his daughter’s decision to marry a woman. Reversed engineered into an ad by senior marketing director Vic Walia and agency 180LA, it combines real footage from the nuptials with recollections filmed after the fact into what may set a new bar for nuance in LGBT-themed brand messaging in the online travel category (LGBT tourism generates more than $65 billion per year, estimates research firm Community Marketing).

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