EXPEDIA
Challenge
Expedia is suffering the effects of severely restricted travel due to the COVID-19 pandemic.
Brief
Generate branded content to drive people to Expedia.com to make travel arrangements in conditions that constrain travel.
Insight
Even though people are not experiencing typical work stress, working and learning from home and limited leisure activities during the pandemic lead to burnout.
Strategy
Design a branded content series, highlighting how users can still plan COVID-safe vacations reasonably close to their homes.
Execution
Over six ten-minute episodes, the host identifies guests’ ideal vacations. Together with local travel experts, the host assists each participant in planning a “statecation” through a dedicated feature on Expedia.com. While on the statecation, the travelers record their experiences and reflect on how the vacation compares to other.
Episodes will highlight comments, such as:
“I didn’t realize this type of adventure was available in my own ‘backyard’.”
“My kids don’t know this wasn’t an expensive vacation.”
“Same feeling but half the travel time.”
Throughout the series, the host provides tips on how viewers can plan their own “statecations” by visiting the website and indicating what type of vacation (eg. beach, outdoor, relaxing/wellness, etc.) they prefer. They can read reviews and get more ideas from the statecation community. Viewers are encouraged to follow Expedia to receive updates and discover interesting, nearby destinations. On Expedia.com and the Expedia app, users can view available locations within their selected travel distance, access tools to plan an itinerary, and make reservations for accommodations and activities. After booking a trip with Expedia, users will receive a Statecation email, detailing COVID-compliant activities near their chosen destination.
