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Expedia launches new ad campaign has come up with a new brand campaign that it says “highlights the reasons why booking with the online travel agency makes all the difference.”

“We’re choosing to strike a different tone in our advertising than the rest of the industry, one that recognizes that our travelers are confident people looking for a terrific partner to get them the trip that they want, and are not helpless people in need of a protector,” said Paul Leonard, vice president of brand marketing at is rolling out a series of nationally broadcast television ads in 2010.

According to Expedia, the first TV spot, “Girls’ Weekend,” introduces a visual metaphor of “building blocks” that represent the unique and personal way in which travelers interact with to plan and book their travel.

The company’s new tagline, “Where you book matters”, summarizes the strategy behind the new brand campaign launched over the holidays.

The campaign includes the new tagline, a redesigned brand logo, and an integrated advertising campaign initially featuring TV, print, outdoor, and online executions.

By David Wilkening

Thursday, January 14, 2010

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