To help reignite travel demand to destinations Expedia Group Media Solutions, the global digital advertising organisation of the travel group, is making available $25 million of advertising relief.
The fund is part of Expedia Group’s $275 million commitment to help travel partners rebound from the impact of Covid-19 and fuel industry-wide recovery efforts, said the group in a statement.
Various brands within the Media Solutions portfolio including Expedia, Hotels.com, Orbitz, Travelocity, Hotwire, Wotif, ebookers, CheapTickets are participating in the global programme. They are offering destinations customised brand recovery packages with flexible and scalable advertising solutions.
“As travel restrictions lift people will be eager to reschedule missed trips and plan new adventures, meaning millions of travellers will visit our sites to research, plan and book travel,” said Hari Nair, senior vice president, Expedia Group Media Solutions.
He added the programme would help advertisers “maximise their investment and fuel destination demand, while also contributing to tourism recovery around the world.”
How to participate
The programme focuses on destination-led campaigns and co-op campaigns running before end January 2021. Destinations, lodging, air, car, cruise, activities partners and advertisers willing to participate in a co-op campaign and sign up by September 1 are eligible for the programme.
- Standalone destination campaigns: For destinations funding a campaign independently. Will allow them to own the campaign messaging without integration of other market stakeholders, and offer flexibility with objectives, campaign components and spend levels.
- Co-op campaigns are for destinations and other industry partners that want to maximise campaign reach through partnership. Enable multiple advertisers to collaborate on a collective campaign to minimise ad spend and conversion. By sharing marketing budgets and business objectives all partners benefit from promoting the destination to travellers.
“We’ve taken a destination-led approach with this relief programme, as destinations play an important role in bringing all tourism stakeholders together to strategise and align on a path forward when a crisis occurs,” said Wendy Olson Killion, vice president of business development, Expedia Group Media Solutions.
She stressed the importance of developing a positive destination message as it is effective in improving perceptions and keeping a destination top of mind with potential visitors. “This in turn could have a postitive impact on businesses and services within the area, which in turn positively impacts businesses and services within the area, including lodging and accommodations, restaurants, tours and activities, airlines and more.”
Media opportunities
Expedia said advertisers could select from a comprehensive range of recovery packages to help them reach the right traveller, “with the right content and media placement on the Expedia Group brand site that meets their needs.” It added that packages for both the two campaigns are powered by Media Solutions’ suite of display advertising formats and solutions to connect with travellers throughout their path to purchase including:
- Destination of the week emails: Help advertising partners reach and educate potential travellers through sponsored content around cohesive destination themes.
- Destination landing pages: Highlight bespoke destination content, information and deals to raise awareness among a highly targeted audience.
- Coupons for package bookings, activities, lodging and more: Inspire booking and travelling to a destination and encourage conversion through special discounts and incentives.
- Destination spotlight sponsorship value add: Put destinations front and centre in travellers’ minds through native placements.
- Brand social media placements, including Instagram stories and posts: Enable destinations to connect with travellers in unique and inspiring ways.
“As travellers begin to dream about their next trip they are looking for inspiration, information on the state of travel at their destination and, of course, peace of mind,” said Peter Kern, vice chairman and chief executive officer, Expedia Group.
“Therefore, we believe that messaging in the right way will play an essential role in the travel industry’s recovery. The products, resources and insights provided by the Media Solutions relief programme will help our supply partners reach travellers when the time is right and rebuild destination demand, setting the stage for sustained growth over these next critical months.”
Kern added this programme is one of the many steps the company is taking to support its travellers and partners, and to help rebuild a more resilient and sustainable travel industry.
• Featured image credit: YurolaitsAlbert-GettyImage
