ADMA Awards 2011 Showcase

In the first of a regular Awards series, ADMA will showcase the winners from 2011.

New York on $50

Developed for Expedia, BMF have taken out this year’s Lester Wunderman Effectiveness Award for “New York on $50” at the 2011 ADMA Awards.

In reflecting on the award, Bec Morton, Group Account Director at BMF said "the BMF Expedia team were absolutely delighted to pick up the Lester Wunderman award. Much hard work and effort went into getting this campaign up and running and we couldn't have done it without the help of the amazing team at BMF and of course, our great clients at Expedia"

The Challenge…

Australians love to travel. They also love a bargain. The web has made it easier than ever to shop around for a better travel deal, which is great for travellers but not so great for newer travel companies entering the market, like Expedia. These guys may be the world’s largest online travel company, but for Aussies, they’re the fourth choice when booking a holiday online. Expedia’s target audience are NEOs – big earners and spenders, they’re 25% of the population that do 65% of the spending. Whilst typically not deal hunters, when it comes to travel NEOs are as bargain hungry as the rest of us. The research found NEOs are comparing at least three sites before booking travel. More time in the market has meant Webjet, Wotif and Flight Center are a popular starting point, with unprompted awareness of 44%, 25% and 55% respectively. Expedia, in contrast sits at around 8%. The brief was to get the world’s largest travel company noticed in Australia.

View the Case Study