September 10, 2013

Expedia drives mobile bookings via TV campaign, trip-a-day giveaway


Expedia is promoting mobile booking via its travel application with a television ad campaign and sweepstakes giving anyone who downloads the app a chance to win a free trip.

The Expedia “Find Your Spontaneity” TV campaign showcases the Expedia mobile app and how easy it is to book a trip on the spur of the moment as well as the Trip A Day Giveaway sweepstakes. The Expedia app enables users to book flights and hotels, view itineraries in real-time and save up to 40 percent on mobile exclusive offers.

“Like with all TV campaigns, the primary objective is to drive awareness,” said Vic Walia, senior director of brand marketing at Expedia, Bellevue, WA. “We know that not everyone will be ready to download the app immediately, so keeping our brand – and, in this case, our mobile app – top of mind is important.

“However, for this commercial, we also have a very compelling offer – a free trip, awarded each day, to someone who downloads the app,” he said. “So one of the goals is also increase in app downloads as a result of our compelling offer and engaging commercial.

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