Online travel agent Expedia has overhauled the homepage for its UK site and created a major new advertising campaign.
The new marketing strategy will continue the “Let Yourself Go” theme but will include a £2 million investment primarily in a new television campaign, backed by outdoor and press advertising.
The overhauled homepage has been built around what the company has called a desire to make it easier to find travel products, with a focus on inspiring consumers who are looking for new ideas alongside assisting those that have a general plan as to where to go.
Divided into three strands, the homepage is now titled “Create Your Trip”, “Explore Your Options” and “Be Inspired”.
UK marketing director Elyas Chowdhury said: “The new ad campaign and site re-design is all about holiday inspiration. Since the launch of our brand identity in August last year, we’ve focused on encouraging people to think differently about holidays.
“The new TV ad uses images inspiring holiday destinations but shot at interesting angles to give people a different outlook.
“And the theme of destination inspiration is supported by the changes to our site functionality which allows people to book their holidays with ease, helping more people to find the right trip for them every time.”
The TV campaign will be the first to use Expedia’s recently launched consumer identity of a blue sky and cloud, created by advertising agency DFGW, which was appointed earlier this year.