Expedia: Travel yourself interesting
Principal author: Mattijs Devroedt, Ogilvy & Mather AdvertisingContributing authors: Luis Fernandes and Andrew Warner, Expedia
Introduction
This paper tells the story of Expedia, the original online travel brand, and how it fought back when the market itcreated became overcrowded and commoditised.
It tells how a toxic combination of competitive, attitudinal and behavioural changes combined to eat away at Expedia's margins.
And it tells how a daring strategic idea was created and brought to life through compelling, carefully-targeted creative work that aimed to turn around Expedia's fortunes.
It was a strategic...