You know the ones - where hotel housekeepers simultaneously make-up beds in the middle of the Australian outback.
Being an "average" motelier I don't watch a lot of television and when I do, I tend to watch a series of interupted soundbites. Because I keep on seeing this ad, I can only assume that there has been a substantial marketing investment by Expedia.
The commercial that has been created for Australasia uses the pithy “Where You Book Matters” tagline and highlights Expedia as a major player in online travel. The commercial shares that over 190,000 hotel beds are booked everyday by Expedia. It suggests that consumers should “book with the world’s largest online travel company”.
This is a significant initial branding campaign as it officially introduces Expedia to Australian and New Zealand travellers. It also shows confidence in the long term sustainability of the local market.
Once the brand is introduced down-under, Expedia will follow their marketing in the northern hemisphere that highlights their website's dynamic packaging capabilities that includes flights, car rental and attractions.
Further marketing investment is planed and it will be interesting what impact Expedia will have in an already crowded market.
