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Expedia Newspapers

Expedia.co.uk launches 'Through a Different Lens' integrated campaign on Metro newspaper platforms

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By Gillian West, Social media manager

July 16, 2013 | 2 min read

Expedia.co.uk has unveiled ‘Through a Different Lens’, an integrated campaign for the travel brand running across Metro’s paper and digital editions.

The campaign consists of eight interactive city guides including Ibiza, London, Paris, Barcelona and Los Angeles, running from today (16 July) through to November in a bid to inspire people to travel independently and make their journeys more interesting.

“By bringing together beautiful images and local insights we aim to inspire more travellers to learn more about and experience these destinations, ultimately creating their own amazing stories of discovery with Expedia. Travel is an inspirational experience so it was vital for us to work with a company who could create an app that would bring travel to life in the same way as when you see and hear about a friend’s travel experiences,” commented Rebecca McKee, senior marketing manager for Expedia.co.uk.

Digital creative agency Delete worked with the Metro’s special projects team and Expedia.co.uk to deliver the full design and build of the guides, the video cover creation and direction of the content and photographs online. As well as the digital editions, Delete has also designed the accompanying paper double-page spread. The work follows on from iPad only guides the agency devised for the travel brand earlier in the year.

Metro Newspaper head of brand partnerships, Sam Warriner, added: “The concept is about inspiring our readers to get the most from city breaks with Expedia, ‘Don’t just visit a city, experience it…’ by introducing a unique host to show you all the secret gems that aren’t in the typical guidebooks. By utilising our touch points throughout the day we have created compelling content driven by Expedia, the design and cross media promotion of this campaign has created results that speak for themselves.”

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