Challenge: Reposition Expedia from a simple booking platform to a trusted travel partner—one that transforms stressful journeys into seamless, premium experiences.

Insight: Young professionals and digital nomads want efficiency with a touch of luxury. They’re tired of travel chaos and crave upgrades that make them feel valued, stylish, and in control.

Big Idea:
“Board Like a Boss. Stay Like a Star.”
A campaign highlighting luxury offerings—first-class flights, premium hotels, VIP lounges—while staying relatable to everyday travel struggles.

Strategy: A 360° rollout combined aspirational storytelling with interactive engagement. Print placements in Forbes, Travel + Leisure, and Condé Nast Traveler reached affluent travelers. Digital executions across Afar, Notion, and Inc. connected with professionals and workation enthusiasts. A bold UGC contest invited travelers to share chaotic journeys for a chance to win premium upgrades.

Execution

• Print ads in premium lifestyle and business magazines

• Web banners and a microsite with contest integration

• Social-first content with hashtags like #UpgradeMyTrip and #BoardLikeABoss

• Influencer collaborations on LinkedIn, Instagram, and YouTube Shorts

Impact: The campaign repositioned Expedia as a premium travel partner. It drove conversation, encouraged user-generated content, and boosted visibility among young professionals.

Next Steps: Designed for scalability, the campaign roadmap extended to seasonal spin-offs, loyalty rewards (“Boss Level” badge), and ongoing UGC challenges for sustainable engagement.