Slogan Doctor: Expedia - People Shaped Travel

John Morrish examines the reasoning behind Expedia's slogan 'People shaped travel'

by John Morrish
Last Updated: 11 Jul 2012

People shaped travel? They certainly did. Think of Marco Polo, Christopher Columbus and Thomas Cook. But Expedia's slogan should be read as 'people-shaped'.

The line was devised by Ogilvy & Mather and introduced in the UK in June 2011, as part of an appealing TV campaign showing Expedia's staff as multi-lingual world travellers. It went on to be aired across Europe. It drew on research showing that customers perceived online travel sites as faceless, lacking the personal touch and trading largely on price.

At Expedia, the slogan promises, there are passionate travellers with a desire to create a bespoke experience. It is a well-crafted line, using the friendly word 'people' to refer both to staff and customers: Expedia's people shape holidays that are shaped like people.

In reality, Expedia's site is flat and uninviting - but we can't blame the slogan for that.

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