Expedia Calls Bloggers for Find Yours Brand Campaign

Leading online travel site Expedia.com believes that bloggers exemplify the transformative power of travel; that power propelled most of them to become bloggers in the first place.

Expedia is executing a series of campaigns, of varying scope, with bloggers to celebrate the Find Yours brand campaign. These include mini-documentaries with bloggers from TripStyler and The Planet D, as well as sponsored trips for bloggers to different popular locales, including to Pamplona, Spain, for the Running of the Bulls, to Las Vegas and across the U.S. on a college football tour.

In the new-media world, where traditional media is already losing its sheen, companies are increasingly inviting bloggers to convey their brand messages. (Read: Blogosphere: Where Bloggers Promote Your Brands)

Recently, Brit retailer Marks & Spencer (M&S) called upon five fashion bloggers of real shapes and sizes to create body shape styling advice for the woman everywhere.

The online advice hub has an informative video and styling tips page, giving information on how to identify the five main body shapes. (Read: Fashion Bloggers to Promote Advice Hub for Women)

Expedia.com on Monday, July 9, introduced a new brand campaign, Find Yours. It puts the camera in the hands of travelers themselves. The campaign features 100% user-generated content, or, more specifically, travel-generated content – photos and videos and stories from everyday consumers, explaining how travel has transformed them.

This content is featured throughout all facets of the campaign, which will include a new 60-second TV spot – which will kick off the campaign – as well as a series of mini-documentaries and short travel-themed films from up-and-coming filmmakers. Find Yours will also become Expedia’s new tagline, replacing “Where You Book Matters.”

“In a world where every traveler and every trip is unique, Find Yours is our effort to capture the magic of travel and to make travel personal again,” said Joe Megibow, vice president and general manager, Expedia.com.

Expedia has created a social media campaign that invites travelers to share their photos and stories on Facebook, Twitter and Pinterest. A Twitter photo campaign pits bloggers versus bloggers in an effort to get fans to share photos that exemplify different key words – say, “Innocence,” or “Nirvana,” or “Cojones” – with winners earning a 4-night stay in Aruba at the Bucuti & Tara Beach Resorts.

Expedia has also created its first Pinterest contest in concert with the travel blog Wanderlust and Lipstick that invites consumers to create an Expedia Find Yours travel photo board for the chance to win a 4-night stay at Dreams in Los Cabos.

Photo courtesy: Expedia