Byravee Iyer
Feb 26, 2015

Expedia invites people to find their 'Somewhere over the rainbow'

AUSTRALIA - Expedia’s new brand campaign appeals to emotion by using a certain famous song to encourage travel.

Client: Expedia

Agency: DDB Sydney

Market: Australia and New Zealand

Campaign scope: The campaign is an evolution of Expedia’s ‘Out there, starts here’ campaign, which was developed and launched by DDB in 2012. The new campaign includes all forms of media, led by a 60-second TVC (above) and three 30-second cuts.

The message of 'Your somewhere starts with Expedia' uses the famous song, ‘Somewhere over the Rainbow’, and follows the journeys of several people who see their travel dreams become reality.

Press release quote: Lee-Ann Googan, brand marketing director, Expedia Australia and NZ: “Whilst every traveller and every trip is different, at Expedia we offer everything in one place. We hope this campaign inspires people that there is no better time to start getting to your 'somewhere' with Expedia.”

Campaign Asia Pacific’s comments: It is a well executed, slick creative that comes on the back of Airbnb’s first global ad campaign, which hit Australia in November 2014. However, the scenic views make the plot itself seem all too familiar. Still, Expedia gets props for a well-timed response to Airbnb’s wider branding push down under.

CREDITS

DDB
Chief Creative Officer: Toby Talbot
Creative Partner: Noah Regan
Senior Art Director: Noah Regan
Senior Copywriter: Trent Christie
Head of Onscreen Production: Brenden Johnson
TV Producer: Rachel Solomon
Senior Business Director: Lena Dawson
Senior Business Manager: Alex Clark
Senior Graphic Designer: Domenic Bartolo
Expedia
Director of Marketing Australia & New Zealand: Louise Crompton & Lee-Ann Googan
Senior Marketing Manager: Vanessa Pearce
Associate Marketing Manager: Ashleigh Scanlon
Production Company: Soma Films
Director: Sean Meehan
Producer: Sam McGarry
Post-Production : Method Studios
Offline Editor: Peter Sciberras
Colourist: Andrew Clarkson
Online: Jay Hawkins
Producer: Briohny Aldersea
Music Negotiation: Elise Lindsay @ Nylon
Music Composition: Elliot Wheeler @ Turning Studios
Sound Design: Simon Kane @ SongZu

 

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