Expedia.ca campaign an escape from formulaic travel ads

Effort highlights the ease of prepackaged vacations, not desolate Canadian winters

For this year’s winter travel season, Expedia.ca decided to take a different track, focusing on the ease of its pre-packaged vacations, rather than the desolate Canadian winters we all long to escape.

“World Traveller,” the 45-second spot at the centre of the campaign, highlights the ease of finding the right travel destination with Expedia. It opens on a dishevelled castaway narrating his life-long journey to find the perfect beach, then pans to a satisfied traveller who found the same beach in a couple of seconds online.

Ben Weinberg, one of the creative directors at Grip, Expedia’s long-time AOR, said the brand wanted to use its signature tongue-in-cheek style to get travellers thinking about how easy finding a good travel package can be. It’s a departure from previous winter campaigns, like Expedia’s “Escape Winter” ads from last year.

“Often in travel ads, what we’re talking about is what you’re escaping from. This was about what you’re escaping to,” he said.

He added that Expedia and its creative team have worked out a strategy for the winter travel season that will first focus on the merits of the destination, and later in the season when Canadians are really getting tired of winter, follow up with a second, more tried-and-true seasonal campaign about reaching the winter “breaking point.”

“World Traveller” is also a lot less jarring than “Escape Winter,” which caused some controversy last year when it aired too frequently and annoyed some viewers. Expedia and Grip responded with a quirky online video showing people who’d tweeted negative comments about the commercial smashing the violin that played in it.

The “World Traveller” TV and online preroll campaign will be accompanied by cinema and print creative. Expedia will also launch a contest on social in the coming weeks, with a beach vacation as the prize.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update