Expedia is rolling out its new branding to more corners of the world this week but has decided on a different approach for the Australia and New Zealand market.
The well known Building Blocks TV ads thrown at consumers recently in the US and UK isn’t making its way Down Under, with ad agency BMF coming up with a completely new idea.
The TV spots are the first made for the Australia and New Zealand TV audiences.
The ad, which has the new logo and linguistically awkward “Where You Book Matters” tagline, is designed to illustrate the vast hotel content available on the Expedia site rather than the dynamic packaging capabilities in the UK, for example.
Expedia Australia lags behind rivals Webjet and FlightCentre in the Australia online agency marketplace.
Figures from Hitwise for the week ending 1 May 2010 show that the Australia site has a market share of 7.2% and the dot-com attracts a further 2.87%.
Combined they challenge FlightCentre (10.09%) but are still 3% behind WebJet.
Here’s the ad:
httpv://www.youtube.com/watch?v=2NWbbx4JS7w
NB: Hat-tip Mumbrella.
Related posts:
- Expedia sends Building Blocks TV ad campaign to the UK
- WotFlight – Fighting talk from Wotif as it targets flights, aiming for hotel repeat
- Former Virgin Blue exec brings online travel agency Webjet to US
- Expedia drops MIT graduate day, maybe better chances at smaller agencies
- Dateline New Zealand – BookIt acquisition by Trade Me is latest in huge war over very small turf
[...] Expedia drops the blocks for debut Australia-New Zealand TV commercial [...]