Objectives

To provide informative and inspiring travel videos of vacation destinations all over the world. Expedia’s reputation as leaders in online travel booking is firmly established; these videos are designed to expand that reputation, establishing Expedia as genuine authorities in the travel experience.

Strategy and Execution

• Maintain our viewership by publishing one travel guide fortnightly. Fortnightly publishing designed not to oversaturate the subscription feed. Publishing rate helps keep production value high.
• Videos fully supported with promotional packages including the use of Community Tab on YouTube, linking blogs and social media alerts.
• Evergreen content does not discuss product (deals or hotels), simply the destination itself. Such a “non sell” is designed to inform and inspire, positioning Expedia as part of the travel “community” rather than travel “industry”.

Results

• Loyal following, engaged audience, positive feedback, and growing viewership. 
• Appreciation from locals and local tourism organisations (who are often under resourced). 
• Global reach across all markets and cultures. 
• Evergreen content ensures videos continue to attract attention 5-6 years on.

Media