First TV ad for Expedia in France

23 04 2007

Expedia.fr launched a new campaign of advertising in France. It started with a TV ad on national TV; this was the first TV ad for Expedia on public TV, before that, Expedia did TV spots but only for 15 channels on cable TV.

(Update: Expedia also sponsored TV shows on Canal+ and TF1 in the past.)

The name of this new campaign is “Expedia, le voyage que je veux.” (Expedia, travel as I wish”). It is very similar to the famous slogan of Club Med : “Club Med, Le bonheur si je veux.” (Clud Med, Happyness as I wish”). The spot draws a parallel between a tailor made clothing shop and the way a couple can customize its future vacations.

According to Marc Ruf, former Vice President of Expedia France:

“[Expedia] gives the ability to anyone to become its own travel agent. Who better knows the needs and desires of the traveler than the traveler himself?”

Expedia kindly sent me the link to watch their TV spot:

[display_podcast]

Besides this TV spot, Expedia also launched another wave of offline advertising on buses and on the walls of the subway with the following offline ads:

Expedia Offline Advertising

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8 responses to “First TV ad for Expedia in France”

24 04 2007
David Ourisman (04:35:36) :

So expedia gives you the power to be your own travel agent?

Fact # 1: Expedia is a travel agency.

Fact # 2: If you book through expedia, you are therefore using a travel agency.

At best, expedia is getting all the benefits of being a travel agency (they get commissions on what you book through them) without having to give you any advice or hand-holding whatsoever.

At worst, take a careful look at the “taxes and fees” of some of their deals. Expedia actually charges booking fees.

24 04 2007
Syl (10:27:39) :

David: I think it refers to the fact that you can tailor made your holidays the way you want them, by creating your own travel package (choosing yourself the hotel/flight/car of your choice), and building your own itinerary.

I guess they wanted to differentiate themselves from the “offline” travel agencies showing that you have total freedom to customize your trip online.

As you said they still act like a travel agent (hence they earn a commission for it). That’s interesting to see how they market themselves on the French market. I think the message is different from what they have done elsewhere.

In my opinion the parallel with a tailor made clothing shop can be interpreted differently as this kind of shops are usually more expensive than traditional ones..

24 04 2007
Listed at Travel in Blogs.com (13:16:23) :

First TV ad for Expedia in France (watch it now !)…

Expedia.fr launched a new campaign of advertising in France. It started with a TV ad on national TV; this was the first TV ad for Expedia on public TV, before that, Expedia did TV spots but only for 15 channels on cable TV.

Tagline: Expedia empowers i…

24 04 2007
Albert Barra (22:22:56) :

I don’t think Expedia gives anybody the power to be your own travel agent. Internet does. That makes me think the don’t know exactly what a travel agent is, even if they are TA too.

What is a Travel Agent:
- A consultant, as they give you advise on where to go, what to do.
- A friend, as becomes a person you trust.
- A Psychologist, they have to understand what you need and offer a solution.
- A sales person, they convince you that this product is better, and get paid for that.

I have been checking Expedia for a while, and what I found are just, deals on products that I might find somewhere else at a cheaper price, and nothing else.

Did I miss the right Website ?

Albert

2 05 2007
Syl (00:07:07) :

Albert, your comment concerns something that has been said by the former VP of Expedia France and not the TV spot by itself. I’m not sure that the actual VP of Expedia France (Alex Zivoder) would share the views of Marc Ruf.

17 05 2007
Guido Villavicencio (04:06:44) :

Thank you very much for the Joost invitation. :-) )

8 06 2007
Sylvain (14:11:06) :

You are welcome Guido! ;)

31 08 2007
John (06:33:10) :

Maybe Expedia.fr will do better than Expedia.com . Read some experiences from expedia customers in . It is scary.

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