Expedia has appointed a new online advertising agency for Europe as the company gears up to roll out its new branding from the US.
Essence will handle planning and buying for digital ads on other consumer sites in the continent but will not be involved in the wider creative work involved in the recent rebranding.
The appointment is part of a plan to consolidate media buying across 12 separate networks in Europe, a typical method of coordinating schedules during large scale promotion work around a rebranding.
The online travel agency giant unveiled its new identity in January 2010 with the promise of a global roll out (though not necessarily with the much talked about "Where You Book Matters" tagline in each market) in the coming months.
Essence is said to be charged with making a dedicated push into the Nordic countries of Norway, Sweden and Denmark for the Expedia business.