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Travel ads are typically always the same: an image of where you could easily travel to if you just use such and such website. I think that is why this fantastic campaign from Ogilvy & Mather, London for Expedia.com works so well. It doesn’t show you where you could be traveling to. It doesn’t show you why you need to travel. All it does is hint at the fantastic time you will have once you get to where you are going.
By using the airport code travel tags that we all get on our suitcases, Ogilvy & Mather is able to appeal to our sense of adventure, good times, and creativity – you know you got a little rush when you figured out what they tags were really saying.
If you are like me, you always wonder how people come up with great advertisements like this. As their creative team says:
It all started when 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.’
Take a look at the great campaign below, and let me know what you think in the comments section!