Expedia appoints BMF and Mitchells and launches flight fees campaign
Travel brand Expedia is to ramp up its marketing activity in Australia and New Zealand, and has appointed BMF to creative duties and Mitchell & Partners as its media agency.
Previously, Expedia had no formal local agency arrangements.
Louise Crompton, Marketing Manager for Expedia.com.au and Expedia.co.nz, said: ‘The brand is relatively new in Australia and New Zealand. Our research has shown that Expedia needs to raise the visibility of the localised Expedia sites.”
The first campaign, which launches today in print and radio, sees the brand drop flight booking fees for the next six weeks. And it also promises consumers that if there are 1m visits to the site during that period, it will permanently drop the fees.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It’s an interesting dynamic emerging for the media agencies currently working with those creative agencies who have recently appointed channel planners etc.
You turn up to receive a client brief to find the creative agency has brought their new channel planner with them. I think it might be an idea if media agencies started turning up to these briefs with a couple of creatives in tow. I wonder how that would go!
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dont worry ………..wont be long until they do!
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They already are – or at least ‘ideas’ people.
Mind you, channel planning is still one step removed from media strategy and planning so there are still moves to be made in both directions.
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