The idea is to show off different destinations around Europe at Christmas, and the way other countries celebrate the festive season. The campaign aims to raise awareness of winter breaks going into December and ahead of its New Year sale in January.
Customers can post their snaps under the #Winterathome or #Winteraway hashtags on Instagram or Twitter. That might be ice-skating at Somerset House in London, or wandering a Christmas market in Germany.
The theme ties in with Expedia's wider 'Travel Yourself Interesting' proposition, launched in May 2013. The campaign will run in eight European countries through December and January, and Expedia will hand a £500 voucher to one winner from each market to spend on any of Expedia's products.
Expedia's senior social media manager, James Davies, said: "Europe is a colourful continent in the winter, with each country celebrating Christmas in their own different, traditional way.
"The campaign reflects the festive buzz in Europe while showcasing all the fantastic destinations people can visit, so there’s food for thought on where future excursions could take you."
Agency: We Are Social