Expedia: Where you book no longer matters

Source: Skift Author: Dennis Schaal Expedia dropped its "Where you book matters" tagline in favor of an inspirational "Find Yours" moniker and rebranding campaign, supported by user-generated content and blogger sponsorships. Online travel agencies, such as Expedia, long have focused on the transaction, the culmination of the travel planning and booking process, and have given short shrift to the inspirational and demand-creating aspects of travel. Leave that to the travel startups and niche players, the OTAs sniffed. But, to a degree, Expedia's new, multifaceted advertising campaign, shows that YouTube, Vimeo, social media and the blogosphere have changed all that. Still, don't expect to see such a free-wheeling, dream-heavy campaign f