Expedia has hired Ogilvy & Mather Advertising to lead a new brand communications strategy across 12 European countries following a two-month pitch.
Expedia EMEA senior marketing director Andrew Warner said, “Finding a pan-European advertising partner was important to us. Finding one capable of creating campaigns with resonance in each European market, without resorting to dreary ‘Euro-comms’, was critical.”
The online travel agency is planning to launch a series of new products and services next year, both through its main website and new platforms such as social media and mobile.
Details have yet to be confirmed but the plans are being drawn up following six months of research.
The study was conducted to better understand the needs of different audiences and how best to connect with them to address the issues that matter to different consumer segments in each European country, according to the online giant.
Expedia has launched local websites in three new European markets and has extended its marketing team in the past year.