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As the two-year mark since the world’s first COVID-19-related travel bans draws nearer, some holiday shoppers may be aching to travel freely again. Some may even wish to transport themselves to the scenic landscapes often depicted on TV screens seen in catalogs. It was this observation that ignited Expedia Group’s newest marketing campaign, centered around a 15-second video depicting a tranquil beach on a TV screen. The camera zooms in and a voiceover asks, “This Black Friday do you want a TV, or do you want the place on the TV?”

The hero spot and broader campaign, aptly named “Black Friday,” aim to tease out the feelings of adventure, discovery and rejuvenation most consumers have missed since travel largely screeched to a halt in 2020. Developed with creative agency Anomaly, the multimedia campaign launched this week in the U.S. and will run through Cyber Monday (Nov. 29).

While Black Friday is typically geared toward retailers and a weekend of mega-sales, Expedia Group is hoping to capture some of that spending demand with its own effort that ties together its three flagship brands — Expedia, Vrbo and — for the first time, advocating getaways over gadgets.

“The insight comes from last year’s consumer behavior, where many have filled their homes with unnecessary stuff to fill in for the moments they’ve been missing,” said Hector Muelas, Expedia Group’s senior vice president of global creative. “With the world slowly opening up again, we wanted to remind consumers that travel experiences are more transformative and meaningful than a TV set, for example.”

‘Stuff versus experiences’

The hero spot will appear on digital video and TV, while digital out-of-home (DOOH) screens in malls are set to reach shoppers as they browse for gifts, subtly urging them to choose travel over trinkets. Targeted pre-roll, display and social ads sporting the same message will “hijack” holiday shopping searches online, appearing before and alongside popular device reviews, according to Whitney Ruef, creative director at Anomaly.

“We tried to make it as contextual as possible, with digital out-of-home in malls and YouTube pre-rolls. When people search for things like ‘the best new flat screen TV’ or ‘the best new camera’ or ‘the best new tablet,’ and then click on one of those review videos, we serve the ad up before they go into that video,” Ruef said.

Together, the work is part of a promotion for Expedia Group’s Black Friday sale that offers 30% off on hotels. TV spots and a homepage takeover on The Washington Post will drive viewers to the Expedia brand website, while Vrbo and also appear in OOH and digital ads.

Expedia Group is eyeing all consumers who participate in Black Friday, but particularly those who are considering big …….


By Gadgets