Expedia Media Solutions Group has signed its most significant deal to date, developing targeted campaigns on Expedia sites throughout North America and Europe for the Mexico Tourist Board.
A joint release said that the campaign will go ‘beyond typical online display advertising to integrate with Expedia’s unmatched selection of airline, hotel, transportation and activities options for travel in and around Mexico.’
Expedia is ramping up its attempt to integrate a ‘media model’ approach into its business in an order to monetize the traffic its sites generate, distinct from the money it makes from transactions.
It is understood that this was one of the main drivers behind the deal it struck late last year with InterContinental Hotel Groups. An Expedia exec said at the time that ‘hoteliers are starting to recognise that they get marketing value from their presence on Expedia.’
The commercial and creative details of the link-up with Mexico are not disclosed. However, a case study on the Expedia advertising team’s microsite looks at three campaigns with unnamed tourist boards/destinations. “The tourism boards received a 29% average increase in average reservations per day while increasing their average room rate during the campaign,” it said.
Expedia Media Solutions is also looking to attract interest from non-travel brands.