It wasn't all about ROI, innovation and quality of content at the recent TBEX extravaganza in the US - Expedia chose the event to launch a new ad campaign dedicated to bloggers.
A series of new ads will be launched in the coming weeks under a new "Find Yours" campaign banner, the first pair featuring Trish Friesen of TripStyler and the couple behind ThePlanetD.
The extended clips show the blogger(s) doing their thing: exploring new locations, finding tickets, checking mobile apps, being inspired and getting emotional in the destinations.
Of course, Expedia isn't concentrating solely on bloggers - the Find Yours initiative is a broader effort to position Expedia as an "aspirational" travel brand helping consumers find their perfect trip, etc.
An official says:
"The Find Yours campaign strategy is based on the idea that travel is deeply personal - not a radical idea but something that hasn't really appeared in most travel advertising and in particular not with OTAs."
In another departure for Expedia, the main TV ad campaign, due for release in a few weeks, will feature only user generated content from travellers.
Here is the ad featuring Friesen: