EXPEDIA 15TH ANNIVERSARY POSTERS-TYPOGRAPHY by Creature for Expedia

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EXPEDIA 15TH ANNIVERSARY POSTERS-TYPOGRAPHY

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Industry Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Creative Director Steve Cullen
Art Director Adam Deer
Designer Ramon Vazquez
Illustrator Mick Marston
Released December 2011

Credits & Description

Category: Advertising Typography
Advertiser: EXPEDIA
Product/Service: TRAVEL/VACATION
Agency: CREATURE
Creative Director: Steve Cullen (Creature)
Art Director: Adam Deer (Creature)
Designer: Ramon Vazquez (Creature)
Illustrator: Mick Marston (Bernstein & Andriulli)
Strategist: Sandhya Andress (Creature)
Client Services: Phil Shigo (Creature)
Client Services: Allison Schuchart (Creature)
Client Servies: Kate Ratliffe (Creature)
Print Producer: Chris Nielson (Creature)
EPRO: Kiry Luc (Creature)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Media placement: Expedia Posters: San Diego & St. Andrews - Promotional Posters - 1 November 2011
Media placement: Expedia Posters: Los Angeles & Napa - Promotional Posters - 1 November 2011
Media placement: Expedia Posters: London & Brazil - Promotional Posters - 1 November 2011
Media placement: Expedia Facebook Tab - Facebook Contest - 1 November - 1 December 2011
Media placement: Expedia Promotional Image - Example Of Winning Suitcase - 1 December 2011

Describe the brief from the client
“Our Facebook fans hate us”. After building a huge collection of Facebook followers, Expedia had nothing to do with them besides give them deals on stuff. There was no relationship, and the crowd was getting feisty. When the anniversary came around, they wanted something to help celebrate with their followers, and show some pride as a company.

Describe the challenges and key objectives

—Find a way to celebrate the anniversary, which thanks the customer and doesn’t just beat Expedia’s chest pompously.
—Get positive talk in the social sphere and form stronger, more meaningful relationships with the audience.
—Don’t spend a lot of money.

Describe how you arrived at the final design
Celebrate 15 years, or great travel memories with 15 memorable adventures. Each of the 15 travel posters is based on a themed suitcase packed with a million points and hidden online. When people discovered the clue, and found the suitcase these posters came with it to commemorate the experience. Each based on a period style, or artist, and printed in glorious 3’x5’ (90cmx150cm)

Give some indication of how successful the outcome was in the market
The campaign results are best summed up in the words of one of the thousands of positive Expedia Facebook comments, “loved the hunt! It was completely addicting. Thanks Expedia!” As far as the numbers:
- 111% increase in number of word of mouth impressions (from 11m to over 23m)
- Bookings increased by over 25% during the promotion