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Expedia to let the public create their own luggage tag combinations for Facebook competition


By Ishbel Macleod, PR and social media consultant

April 8, 2013 | 2 min read

Expedia is set to expand its luggage tag campaign today, as it invites the public to create their own combinations from IATA codes, with weekly prizes of a £250 holiday voucher up for grabs.

From today, fans of the Facebook page will have the chance to create their own code combinations, using over 9,500 available IATA codes. The competition will run for four weeks, with a winner chosen at random; and a grand prize winner whose travel-related combination will be awarded with a £2,000 Expedia holiday.

The luggage tag campaign was inspired by copywriter Jon Morgan and art director Mike Watson at Ogilvy & Mather, and the winning combination may be made into an above-the-line ad.

Rebecca McKee, senior marketing manager at, said: “With thousands of IATA codes to choose from, there are so many funny and travel-related combinations that can be made three letters at a time. At one point we had over 30 combinations mocked-up, but not all of them could make the cut.”

Digital agency Delete socially activated the luggage tag campaign through the creation and development of a multi territory Facebook application.


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