Expedia is rolling out its new branding to more corners of the world this week but has decided on a different approach for the Australia and New Zealand market.
The well known Building Blocks TV ads thrown at consumers recently in the USand UK isn't making its way Down Under, with ad agency BMF coming up with a completely new idea.
The TV spots are the first made for the Australia and New Zealand TV audiences.
The ad, which has the new logo and linguistically awkward "Where You Book Matters" tagline, is designed to illustrate the vast hotel content available on the Expedia site rather than the dynamic packaging capabilities in the UK, for example.
Expedia Australia lags behind rivals Webjet and FlightCentre in the Australia online agency marketplace.
Figures from Hitwise for the week ending 1 May 2010 show that the Australia site has a market share of 7.2% and the dot-com attracts a further 2.87%.
Combined they challenge FlightCentre (10.09%) but are still 3% behind WebJet.
Here's the ad:
NB: Hat-tip Mumbrella.