News Expedia explores New York on $50 March 14, 2011 1:10 by Tim Burrowes 9 Expedia has launched a 90 second online documentary examining how to make $50 stretch in New York as part of a campaign created by BMF. The campaign is to promote the travel site’s policy of not charging flight booking fees which it says competitors sometimes use as a means of loading on an additional $50 charge. Louise Crompton, marketing manager for Expedia, said: “We want to educate consumers, get them to think twice about where theyʼre booking their flights. And for them to realise that there really is a better option.” Shane Bradnick, creative director at BMF said: “By taking our audience on a travelling adventure, weʼre able to truly demonstrate the value of saving the flight-booking fee. And then show just how far $50 can really go – even in a place like New York.” As well as two 90 second online documentaries, the campaign is backed by a 30 second TV ad, print and outdoor. Credits: Creative Agency: BMF Directors: Craig Melville & Al Morrow Production & Post Production: The Jungle Boys Media Planning and Buying: Mitchell & Partners Client: Expedia Tim Burrowes Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. topics Advertising, BMF, Expedia, Louise Crompton, Shane Bradnick Share Tweet Share Comments: 9 Add Comment Tim Bennett 14 Mar 11 Great tone and really smart. Making a mental note to check out Expedia next time I’m booking flights. Reply Wanda 14 Mar 11 Nice idea. Me likey. Reply Logic 14 Mar 11 like it. really like it. Reply Fleur 15 Mar 11 What a great idea – I’m booking with Expedia next time. Reply fredwest 15 Mar 11 Nice idea and concept, I’ve seen this format in Getaway TV show. None the less well done. My only concern with this ad is the element of fact and truth of it: He arrives in a cab ( New york cab is are super expensive, at the cost of $ 75.80 dollars) I assume he will be also using the metro underground (he would never walk with his backpack) at the cost of a Single Ride ticket of $2.50 each way, an extra $10 dollars. That mean even without the taxi you have gone over budget by $10. For the budget concession of us maybe next time it would pay if someone had calculated the actual cost and not just the some of the elements Reply Lloyd 16 Mar 11 fredwest – I think your missing the point. This is showing the extra stuff you can do with $50 in your sky rocket… Reply Logic 16 Mar 11 fredwest – an NYC cab from JFK to downtown wasn’t $78 last time I checked (in October 2010). It is close to $50 however. Reply jess 17 Mar 11 anyone know what this song is called?? Reply ally 27 Mar 11 whats this song? I wana know too! Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 47 Comments Why that Pepsi ad isn’t as bad as you think it is 36 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 34 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?