Travel has always been one of the most emotional products to sell – memories, smells, sounds, sights and experiences all combine to create an intricate tapestry that offers many approachable threads for marketers.
Capturing a bit of the emotional resonance of travel – whether it be the feeling of not having to wake up at 5am for that commute to work or the romantic time spent with a partner on a getaway – is one of the simplest and most effective ways to create impactful advertising in the industry.
Expedia’s latest campaign, Find Yours, is a clever, cross-channel promotion that really pulls at these emotional threads. Surely some will find it to be too melodramatic or crass in the avalanche of emotions; nonetheless, the campaign is cute and interesting, successfully emphasizing the wonder of travel.
The campaign begins with an extensive “Find Yours” video series, offering up compelling emotional hooks well-suited to video and targeted to a variety of demographics.
Read more at http://www.tnooz.com/2013/01/30/news/find-yours-beyond-selling-vacations-expedia-pushes-emotional-connection-to-travel/#TVITutBVT5jyxzAZ.99