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Case Study: Expedia

Challenge

As Director of Global Marketing and Communications for Expedia, my first priority was to help this 800 lb. gorilla communicate effectively with its travel industry supply partners.

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. Perceptions of the company among hotels, airlines and others in the industry had been damaged both by aggressive growth strategies and by the absence 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, generated a great deal of goodwill, and was a significant step in strengthening 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 collateral and marketing communications media, such as a business partner website, new industry print and email newsletters (pictured at left), as well as placed editorial columns and feature articles, which I wrote on behalf of the president.

 

 

 

The ads pictured above were part of a pioneering advertising strategy and global campaign.

Experience includes ...

T-Mobile US
Microsoft | Windows Phone
Microsoft | Worldwide Marketing
Microsoft | Partner Network
The US-Japan Council
Seattle Arts & Lectures
Expedia
Drexel University
George Mason University
PhotoRocket
American College of Cardiology
Comient
Jobfully
Snackdish
Dolby
BroadSoft
American Chamber of
_
Commerce in Japan
Vodafone
The Brookings Institution
Kodak
AARP
Gateway
AIG
Lipton Teas
Mazda
De Beers
Jack Daniels
Shiseido
Ford
Howrey LLP


 
 

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