New agencies and campaign for Expedia

By AdNews | 28 August 2009

SYDNEY: Online travel company has appointed its first permanent creative and media agencies, with BMF responsible for creative and Mitchell & Partners handling media duties.

Previously Badjar in Auckland was responsible for Expedia’s creative work on a project-to-project basis, with BMF appointed following a competitive pitch.

Mitchell & Partners was appointed without a pitch after working with the brand on a number of previous projects.

Marketing manager for and Louise Crompton said: “While the Expedia brand is widely recognised in mature markets like the United States and Europe, where it has been operating for around 12 years and is the market leader, the brand is relatively new in Australia and New Zealand.

“Our research has shown that Expedia needs to raise the visibility of the localised sites such as to achieve its ambitious goals.”

The new appointments were made in the lead up to a consumer marketing campaign that launches today (4 September).

Created by BMF, the print, online and radio campaign asks travellers: “Want to wave good-bye to flight booking fees forever?” and will initially run for a six-week period both here and in New Zealand.

If the campaign receives one million hits by 18 October, Expedia will abolish booking fees on flights permanently, in line with its American and Canadian sites.

“This is a very important campaign for Expedia and we have high expectations,” said Crompton.

Although unable to disclose the media spend for the campaign, Crompton added: “It’s a fairly significant spend, we really want to ensure we get those one million hits.”

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