Become Calamity Jane with Expedia

Travelers’ epiphanies are the focus of a new campaign for online travel agency Expedia.

In the DDB Sydney created spot a woman is shown riding a donkey as she realizes she is out of comfort zone and beings questioning how she became like American frontierswoman Calamity Jane.

Expedia’s brand promise ‘out there starts here’ is brought life as she reminisces about her time at the hair salon where she discovered the agency’s no booking fee policy.

Dylan Harrison, executive creative director DDB Sydney, said: “One of the great things about a holiday is you find yourself doing things you never dreamed you would. With Expedia’s promise of ‘no booking fees’, this happens even easier. It’s amazing how everyone has a ‘holiday thrills’ story to tell.”

The print element of the campaign features illustrations by Sean Freeman.

Lou Crompton, Expedia’s marketing director, said: “The new campaign is true to Expedia’s belief in providing both the inspiration and the means to help people get out there to see the amazing world we live in. Our policy of ‘no booking fees’ is a key part of that commitment.”

In addition to TV and print activities the campaign includes cinema, digital, out of home and social media.

http://www.youtube.com/watch?v=jlv69DsMbRw

Client: Expedia Director of Marketing Australia and New Zealand: Louise Crompton Marketing Manager Australia and New Zealand: Rebecca Williams Senior Manager, Communications, Australia and New Zealand: Kelly Cull Associate Online Marketing Manager Australia and New Zealand: Hayden Bagnall Creative Agency: DDB Sydney Executive Creative Director: Dylan Harrison Creative Group Head/Art Director: Adam Ledbury Creative Group Head/Copywriter: Guy Lemberg Account Director: Lena Dawson Account Manager: Jaimee-Lee Field Agency TV Producer: Rachel Solomon Agency Print Producer: Cushla Morton Senior Art Buyer: Leesa Murray TV Production Production company: EXIT Director: Mike Daly Production Producer: Kate Downie Post Production House: The Editors Post Production Producer: Nicoletta Rousianos Offline Editor: Dan Lee Colourist: Christine Trodd Online Operator: Adam Archer Music Composition: Smith and Western Sound Design: Danny Grifoni Print Production Studio: THERE IS Design & Typography: Sean Freeman Production: Eve Steben CG: Albert Zablit Agent: Siobhan Squire Media: Carat Carat AU: Janine M’Crystal, Michael Marsh, Fran Mahony, Hilary Woodfine, Chi An Chau, Penny Taylor & Chris Smith Carat NZ: Kim Leybourne, Rachael Mahon & Halie Carnie

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