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
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]