Expedia Local Expert™ is a digital resource (with some physical concierge locations) that allows travelers to book tours, activities, and transportation from 1,600+ activity partners in 900+ international destinations.
Does booking a trip always begin with a specific destination in mind? Local Expert came to PACIFIC betting the answer to that question was “no.” The brand believes that people are inspired to travel by activities, and will head to locations based on activities they’re passionate about.
With a goal of better understanding travelers’ personalities and preferences, PACIFIC researched content strategies and interactive creative elements that engage consumers best. We decided to create a unique, interactive quiz called the Travel Identity Processor (TRIP). From there, it just grew wings.
TRIP became not just an interactive quiz comprising custom animation and graphics, but a fully integrated campaign with elements spanning across editorial, social media, content marketing, and creative channels.
We divided Local Expert’s inventory of hundreds of activities into 15 categories and created an array of Traveler Identities, such as Wine Aficionado, Hawaiian Holidayer, and Music Maven.
Within TRIP, users drag and drop up to six 3D graphic items to in a virtual suitcase. Based on the items chosen, a Traveler Identity is generated. Each identity is provided with curated suggestions of activities and excursions, as well as vacation destinations. Each user is also presented with the personal stories of similar travelers from around the world.
Working with the PACIFIC team on the TRIP project was a terrific experience. The project exceeded my goals and hopes for the campaign upon launch, and they were highly responsive in working on creative tweaks to help with user flow through the game to the key content pages.
A truly integrated campaign was launched that featured work from PACIFIC’s editorial, creative, social, and content marketing departments.
- Custom content written for each Traveler Identity
- Custom videos and 3D graphics created for each identity
- Coordinated promotion across multiple social media platforms, including Instagram, Twitter, and Facebook
- Strategic partnerships with numerous influencers to promote TRIP
- Additional promotion via Local Expert’s public relations and marketing teams
“They were indispensable partners for engaging for social media and PR promotion, which for a new content media campaign, is critical for success.”
Lastly, we also created and monitored the TRIP Dream Vacation Sweepstakes. Through the contest, two winners were selected each month to receive 38,500 Expedia points (a $550 value), which can be redeemed on hotel stays. Within the first six week of TRIP’s launch, more than 13,000 TRIP Dream Vacation Sweepstakes entries were received.