Martin ‘Books’ New Approach for Expedia

The Martin Agency has launched its first work for, a campaign that positions the travel site with the tagline, “Where you book matters.”

The push includes television, print, outdoor and online advertising that began last week. A commercial presents the consumer experience of booking with Expedia through the visual metaphor of hands manipulating building blocks. A female voiceover explains: “These are the building blocks of a perfect girls’ weekend.” The ad ends with the message that the site offers “more choices” and “more savings.” (Watch the spot.)

While the campaign unveils a new communications strategy for the brand, including a new logo designed by LPK, it continues to feature the “dot-com” chorus used in the client’s advertising since 2002.

The visual style was inspired by a music video directed by Sophie Gateau, who directed the three spots, said Paul Leonard, vp of brand marketing at Expedia. “It demonstrates the interaction [with the consumers] very distinctively. It dramatizes the benefits, demonstrates site features and the user benefits in a very clever way,” he said.

The tone of the campaign “is inherently differentiating” from the competition, he added. “Our core travelers are confident individuals. We feel they understand what they are trying to do. They aren’t looking for protection. They want a partner to help them accomplish those things.”

Two additional commercials will continue the building-block theme, stressing particular product attributes. One will tout the cost benefits of booking flights and hotels at the same time, while another will tell prospective travelers that mixing and matching airlines can help save time and money.

The Richmond, Va.-based Martin Agency won the Expedia business in August following a review. Doner previously handled creative duties on the brand.

Major media spending was nearly $40 million between January and November of last year, excluding online, according to Nielsen.