Expedia looking for 'bigger things' with DDB

Expedia looking for 'bigger things' with DDB
SHARE
THIS


What best describes you?

Expedia has revealed its marketing spend will grow in 2013 as the online firm cements its position as an established player in the local market and promised “bigger things than before” with new agency DDB.

The online-agent, which launched in Australia in 2005, parted ways with incumbent of three-and-a-half years BMF late last year, plumping for Tourism Australia’s agency DDB instead.

Marketing and communications manager Amee Evans said: “It’s important to have an agency that can really support us. We’ve always got the option of repurposing global work, but we feel strongly that’s not the right thing to do.”

She said whilst the relationship with BMF had been fruitful, it was time to re-evaluate, and pointed to DDB’s understanding of tourism marketing and e-commerce as reasons for the switch.

“With creative people it's hard because there’s a business component and then there’s the lovely pictures of beaches and it’s finding the right balance,” she added.

“And DDB have absolutely proven to us that they have those capabilities. So it’s exciting.”

However, she refused to be drawn on what a new campaign launching this year would entail, but added: “We’ve got big things in the pipeline. Expect even better things than we’ve done before.”

 “We want people to be able to understand not only who we are but our personality as well.”

Georg Ruebensal, managing director ANZ said their marketing spend is “growing nicely”, and they will follow up the 2012 campaign which promoted its dynamic packages with a campaign to showcase its entire range this year. 

“We’re still not where the US is but we clearly have the brand awareness now in the market,” he said.

“We’re a well-established brand, but are we the top of mind online travel agent in this market? No, we are not.”

Social media is also an area the brand is looking to grow its presence in, after the success of the ‘Tag me if you can’ gamification campaign (pictured) last year.

Ruebensal added: “It was really interesting to see how you can do something on really big scale which was also a big investment. In terms of engagement it’s probably doing better than the big campaign.

“So in social, not necessarily about money that you spend it’s about finding the creative idea that actually resonates with the fans.

“So the focus for us is on having the right brains, having a local team here that understands the market and knows what Australian consumers are looking for.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]