EXCLUSIVE: Online travel company Expedia has awarded its advertising business to creative agency DDB Sydney after a competitive, two-month pitch.
DDB replaces incumbent BMF after a review which included a shortlist of undisclosed agencies.
The appointment sees DDB Sydney take control of Expedia’s creative account in both Australia and New Zealand.
Marketing director, Louise Crompton told B&T: “After careful consideration, we have made the decision to appoint DDB as our creative agency partner in Australia and New Zealand.
“It is a very exciting time for Expedia and we are thrilled to be working with DDB as we head into what promises to be an exciting year for our brand. DDB’s response to our brief, and their considerable experience within the travel category, confirmed them as the best partner for our business moving forward.”
Chris Brown, DDB Group CEO said: “We are delighted to be working with a great brand and a great team at Expedia. We handpicked a bespoke team from across the DDB Group whom we felt were best placed to deliver against this brief.
“The pitch team was brilliantly led by Leif Stromnes, Dylan Harrison, Nick Andrews and Simone Blakers, with fantastic support from a great team from across our business. We are very excited about what we can collectively achieve in 2013.”
Crompton thanked BMF for the agency’s “passion and dedication” over the last three and a half years, saying the company was, “immensely proud of the work which we’ve created with BMF”.
DDB’s appointment begins this month.
The travel site spent an estimated $6.2m on main media in the year to October 2012, according to Nielsen.
BMF won the business in 2009 and last year launched a major gamification campaign in collaboration with We Are Social and Cre8 Marketing & Entertainment.
Called ‘Tag me if you can’, the August campaign saw TV personality Nathan Jolliffe travel to 15 secret destinations around the world leaving video clues for users to guess and tag his location for a chance to win a share of $150,000.
BMF also created a portfolio of TVCs and cinema spots for the brand starring local TV game-show host, Shura Taft. These ads emphasised the brand's budget focus, with taglines like "Thailand on $222" and "New York on $50".
Expedia is the world’s largest online travel agency and provides access to over 110,000 hotels, 180 airlines, hire car brands and thousands of attractions.
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