Expedia changes tone with packing mistake ad

Expedia has released a new TV spot that highlights the brand's human face, as part of an attempt to position itself as a trusted travel partner.

The "people shaped travel" campaign, created by Ogilvy & Mather, launched last night on UK television. It shows an employee from the company's headquarters going on holiday using his new suitcase.

The agency won the online travel agency's £40m pan-European account in December from Meteorite. Creative previously centred on Expedia's cloud motif.

The ad will roll out across Germany, The Netherlands, Italy, Sweden, Norway and Denmark later on this month.

Spanning TV, radio, print, online and social media, the campaign forms part of the company's new strategy to deliver a personalised travel service and position itself as a trusted travel partner.

The ad was overseen by Ogilvy’s executive creative director, Gerry Human, and chief executive Hugh Baillie. Media planning and buying was handled by PHD.

Andrew Warner, senior marketing director, EMEA, Expedia, said: "This campaign is the culmination of an extensive pan-European consumer research study, which highlighted that customers are seeking reassurance and a greater level of personal engagement with travel brands."






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