Expedia.ca is hoping to inspire Canadians to tap into their more adventurous side with a new “Vegas You” campaign promoting good times in Sin City based on individual ideas of fun.
The campaign includes spots showing young office workers imagining themselves at Vegas pool parties and eating at high-end restaurants and asks, “Would you rather be you, or Vegas you?”
The focus is on experiences over travel discounts, and includes a microsite that curates hotel packages based on favoured activities such as dining, nightclubs, shopping and bachelor or bachelorette parties.
Expedia.ca brand marketing director Adam Francis said research showed consumers wanted more than just deals, but also to be inspired and to see how they could make the most of their trip.
He said the curated pages was a first for the brand.
“What we’re trying to do is connect with consumers to allow them to experience the Vegas they want,” said Francis.
“In our vertical, we are often so concerned about lowest price, we forget there’s fun in the exploration part of travel that we’re missing out on. This campaign is an attempt to get back to those roots.”
The campaign includes 30-second TV and 15-second online spots, as well as out-of-home, digital and social media content.
Grip developed the creative, Veritas Communications managed public relations, Mediacom handled the media buy, while Infectious Media handled programmatic for digital. The out-of-home photography was done by Toronto-based Matt Barnes.
The OOH is also a bit different from the yellow and black images Expedia has used in the past, Francis said.
In this campaign, it went for a different treatment, which is a split screen of person in their everyday life and their Vegas side.
Francis said the campaign is targeted at a younger millennial audience, which hasn’t been as much of a focus for the brand in the past.
“This campaign was indeed an effort to make sure our creative was a bit younger and the tone and feel represented a wider array of individuals,” he says.
The “Vegas You” campaign follows Expedia.ca’s Canada-focused campaign launched earlier this summer.
