Our work for Expedia’s ‘luggage tag’ campaign

Sarah Harte from our Expedia planning team has an update about some interesting activity we are working on for the client.

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Here’s a quick update on the activity we’re currently running for Expedia’s ‘luggage tag’ campaign, which you might have already noticed on your commute to / from work over the past few weeks.

The creative utilises a combination of airport luggage tags (using their IATA codes) to make up a series of holiday themed messages.  To best showcase these we’ve contextually placed them in a range of specifically selected sites and relevant environments:

  •  To tap into the coverage and noise around the Oscars in February we ran tactical ‘ENC ORE’ press insertions around relevant editorial the day after the results were announced:

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  •  10 key ABC1 tube stations have been selected to engage commuters in the lead up to Easter as they hop on & ‘ORF’ the tube:

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  • To resonate with the musical theatre going audience we recommended a number of LUG 96s in close proximity to the West End to contextualise the Sound of Music link in the below creative:

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  •  Finally, with a ‘GRY SKY’ being a bit of permanent feature of our 2013 weather outlook so far, a number of large digital outdoor formats (such as the below Holland Park roundabout) have been framed by an aptly grey and dreary backdrop…

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Keep your eyes peeled also for our weather-enabled Digital 6 sheets coming up in May, which will alternate between ‘ELO SUN’ and ‘GRY SKY’ via a live feed depending on the temperature of the given day, as well as some further tactical press ads (‘BIG BUF MEN’ – “Admire the scenery. Book your ideal holiday today”) which will be running in a selection of targeted men’s mags and women’s glossies.

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2 comments

  1. Pingback: Expedia's smart luggage tag campaign has an even smarter media placement, by Skift

  2. Pingback: marketing.com.gr » Expedia’s smart luggage tag campaign has an even smarter media placement

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