Expedia, the category leader had begun to fall back to the pack. With other OTAs nipping at their heals, we chose to differentiate Expedia by using the simple metaphor of building blocks to show how Expedia has the most powerful tools to help you build your trip.

To support the brand campaign, we used digital channels to generate buzz for programs like the Facebook FriendTrips Sweepstakes. Inherently social and viral, users could enter by inviting five friends to join them on their virtual aircraft bound for a dream vacation. In six weeks we reached our goal of one million FB friends and made FriendTrips the largest sweepstakes ever hosted on Facebook, all while attracting 16.7 million unique visitors, and upping U.S. domestic bookings by 20%.