Expedia:
HomeAway Editorial Campaign
Opportunity:
The parent company of Orbitz (Expedia) acquired HomeAway, a vacation rental competitor of Airbnb. By late 2016, Orbitz editors wanted to find a way to promote the new and unique accommodation inventory available to book on the Orbitz website — as most people only associated Orbitz with offering traditional hotel and resort options.
Solution:
Worked with the Orbitz editor to launch the “7 Incredible …” series, which would promote and educate users to the most unique categories of accommodation available on Orbitz.
Worked with Orbitz and HomeAway to get robust data pulls for all new inventory by geography, accommodation category, star rating, etc. This date served as a baseline for additional research to uncover editorially relevant categories and the best properties (and photography) to highlight, alighted with audience interests and geography.
Results:
These stories were scalable and multipurpose, raising awareness to the host of new offerings on Expedia/Orbitz.
The stories appeared on the Orbitz blog, social media and emails, as well as continue to be served up with keyword and destination searches on the Orbitz website. (No hard date to share yet.)
Story examples: