The global and well-known creative ad house will operate across Expedia’s 12 markets in Europe and is charged with devising both pan-country and regional campaigns for the online travel agency.
The hiring of Ogilvy follows a six-month branding study with consultancy firm Value Engineers to establish how the OTA can build relationships with different audiences and the nuances between customers across the markets.
Senior marketing director in EMEA, Andrew Warner, says in its newer markets the focus is to establish the brand and customer acquisition, but in some of its markets such as the UK, Italy and Germany, “the challenge is around building loyalty and expanding our breadth of services”.
Details to come, apparently, but Expedia says the research has also helped form the roll-out of a series of new products and services over the course of the next year – something the company has already hinted at.
Some of the services, Expedia says, are brand new areas for the company in Europe, such as mobile and social media.