Expedia’s is launching a luggage tag campaign, which uses airport luggage tag IATA codes to create travel related messages.
Fans of the Expedia.co.uk Facebook page can create their very own code combinations, using over 9,500 available IATA codes. Individual combinations and messages may be shared with friends, with stand-out creations having the likelihood to add as portion of the continued advertising campaign and win a vacation.
Each week, a submission chosen at random will win a £250 holiday voucher and on the end of the four week campaign the fan with the phrase most creative and relevant to travel will win a £2,000 Expedia holiday, and can see their combination changed into an above-the-live advertisement.
“With thousands of IATA codes to choose between, there are such a lot of funny and travel-related combinations that may be made three letters at a time. At one point we had over 30 combinations mocked-up, but not them all can make the cut,” said Rebecca McKee, Senior Marketing Manager, Expedia.co.uk.
The luggage tag creative, inspired by copywriter Jon Morgan and art director Mike Watson at Ogilvy & Mather, offers strong opportunities for more responsive and tactical advertising.
Next month, 100 weather-enabled Digital 6 sheet posters could be introduced, showing luggage tag phrases in keeping with the elements, e.g. GRY SKY for bad weather and ELO SUN inside the rare occasion of the British summer turning up. This activity will support the LAT-ERS and HOP-ORF tube gate takeovers which have taken place at 10 London stations including Waterloo, King’s Cross, London Bridge and Euston, in conjunction with strategic media buys in print and online media.