The Drum Awards Festival - Official Deadline

-d -h -min -sec


Expedia make the most of luggage tags in Ogilvy campaign


By Ishbel Macleod, PR and social media consultant

January 7, 2013 | 1 min read

A new campaign for Expedia uses the IATA codes on luggage tags to make messages, with the idea created after Jon Morgan and Mike Watson at Ogilvy saw a tag with the word ‘FUK’.

The pair explained: "We saw a woman walking through Heathrow with the word FUK hanging from her suitcase. Turned out she'd just flown in from Fukuoka in Japan. That got us thinking, 'maybe there are more'."

The copywriter and art director said that some of the sayings jumped out at them immediately, while they spent a while looking for others, including travel specific phrases like WSH EWE WRE ERE.

Morgan and Watson told Creative Review: "At one point we had 36 ads mocked-up. Nine executions eventually ran. More will be out in a big burst in the summer. There were some amazingly rude ones, which unfortunately will never see the light of day..."


More from Expedia

View all


Industry insights

View all
Add your own content +