From the course: Brand and Marketing Integration
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How to define integration
From the course: Brand and Marketing Integration
How to define integration
- Have you heard of the brand Expedia, that created the ability to book travel online? Well, when their success was noticed, competitive price comparison sites entered the category. This affected loyalty and value as customers began shopping for cheaper options. So Expedia launched a new integrated campaign to break through what was becoming commoditized category. They developed a differentiated brand platform called Travel Yourself Interesting. It targeted a new higher-value audience that viewed travel as a way to grow personally. This campaign was integrated across global markets such as the UK, Norway, Denmark, and Italy, and across marketing touch points, including the mobile app, radio, TV, social media, and public relations. Expedia has had amazing results, including increasing their customer base, improving the gross booking value per transaction, and an above category return on investment. Years ago, this would…
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