Our Work

| Expedia, Inc.

 

Challenge

Though Expedia had securely established itself as the world's leading online travel marketplace, a recent study by Forester Research had shown that the company's relationships with its global travel industry partners were strained at best. Perceptions of the company among hotels, airlines and others in the industry had been damaged both by its aggressive growth strategies and by a basic lack of sustained industry communications. And so I set to work building the company's first comprehensive B2B marketing communications program from the ground up.

 

Solution

Following an intensive research and development cycle, the complete program eventually included the company's first fully articulated corporate branding and consistent strategic messaging across its family of consumer brands (including Expedia, Hotels.com, Hotwire, TripAdvisor and several others) and 58 national markets worldwide. The ads pictured above were part of a pioneering advertising strategy and campaign, which featured the success stories of Expedia travel industry partners such as Hawaiian and Continental Airlines, Hertz, Hyatt, ResortQuest and others. This type of B2B outreach was an industry first, and generated a great deal of goodwill and was a major step in rebuilding the company's relationships within the global travel industry.

 

Establishing this program also involved creating a comprehensive set of mission-critical print, film and online sales, marketing communications media, such as the industry newsletter pictured at left, new industry print and email newsletters, as well as placed editorial columns and features written for the president.