Expedia.com launched a new marketing campaign during CNN‘S coverage of the inauguration, exposing the concept “travel the world better.” With the help of agency 180LA, Expedia’s advertisement “the Train,” shows the belief that in today’s world, connecting across cultures on a meaningful level is more important than ever.
The agency communicates Expedia’s long-held belief that travel has the power to change the world one person at a time – an insight best articulated by Mark Twain: “travel is fatal to prejudice, bigotry, and narrow-mindedness,” a press release explained.
“The message of ‘Travel the World Better’ is at the core of why Expedia exists. We believe that travel has the power to transform you and shape your views of the world. We believe that the more each of us travel and peek over our neighbor’s fence, we learn that we have more in common than we have different. Our hope is that everyone can take this day to reflect on how they can connect to their neighbors across the country and around the world,” said Vic Walia, Senior Director, Brand Marketing, Expedia.com.
The ad begins with a older man with a younger woman on a train.
“You will narrowly influence narrow minds. You will bridge continents, puncture prejudice, and keep peace. You may not always know it at the time but you will look back one day and know you have made this world a better place…,” the wise man tells the woman, answering a question.
The 60-second TV/online spot follows a decade-by-decade journey of a woman – reflecting back to her time as a curious 10-year-old, peeking over her neighbor’s fence, then starting a journey in her 20s – and unfolds many years later. Along the way, she receives advice, discovers empathy and understanding across cultures, and ends up sharing wise words – all because of her travels.
“Travel has the power to bring people, cultures and ideologies closer to each other,” noted William Gelner, CCO at 180LA.
DIVERGE spoke to Pierre Janneau, Creative Director to find out more.
Who is the team behind this ad?
This ad was created by a multi-cultural group of really awesome people.
Cary Ruby (US / ACD) and Florian Bodet (France / ACD)
Pierre Janneau (France / CD) and Dan Kroeger (US / CD)
Craig Keppler (South Africa / Producer), Brooke Stites (US/ account director), Rachel Gilmour (UK / Account Director), Jens Bracht (US, account manager), Anne Heuer (Planner director / US) Becca Taylor (US / Planner) and the ad was directed by John Hillcoat (Australia)
Why did Expedia choose to air this during the inauguration?
The timing felt right. We wanted to make a statement that every single traveler has the power to positively affect the world we live in. You don’t have to go out and save the world. You just have to go out. The solution is in the process. Hopefully all people—no matter where you’re from—can find inspiration in this.
The diversity in this significant, why did you make sure to make that a point?
Not everyone has the opportunity to travel to far off lands, but whether we travel to a new part of town, a new state, a new country we inevitably come into contact with different people and cultures. That interaction helps take away the fear of the unknown. We don’t have to be alike or agree, but we’re no longer strangers. Both the visitor and the host benefit from this. That’s why travel is so important and exciting.
Why is this crucial at a time like this?
But the remedy for division doesn’t have to be unity, it might just be in coming together. Literally. Going to places where we’ll find differences of opinion and culture. Travel is magical. Not just because it’s exhilarating and beautiful and fun, but because it can change us—and in turn give us the perspective, the confidence to change the world. Ultimately, it’s unique in its ability to enable us to formulate opinions that go deeper than what we see in the news or read in our social feeds.
Additional thoughts?
Go make the world a better place. Whatever you believe that to be.
PRODUCTION CREDIT LIST
EXPEDIA
“TRAIN”
Client: Expedia
Senior Director Brand Marketing: Vic Walia
Brand Marketing Manager: Jessica Eichner
Agency: 180LA
Chief Creative Officer: William Gelner
Executive Creative Director: Eduardo Marques & Rafael Rizuto
Creative Director: Pierre Janneau
Creative Director: Dan Kroeger
Associate Creative Director: Cary Ruby
Associate Creative Director: Florian Bodet
Head of Integrated Production: Natasha Wellesley
Executive Producer: Craig Keppler
Group Account Director: Rachel Gilmour
Brand Director: Brooke Stites
Brand Manager: Allison Landrum
Brand Manager: Jens Bracht
Planner: Becca Taylor
Planning Director: Anne Heuer
Director of Business Affairs: Loretta Zolliecoffer
Film Production
Production Co: Stink LA Director: John Hillcoat DP: Robert Elswit
Managing Director: Jeff Baron
Executive Producer: James Cunningham
Producer: Scott Craig Shoot Locations: Uruguay & Malaysia
Editorial Editorial Company: Exile LA Editor: Elliot Graham
Assistant Editor: Brandon Lawrence
Executive Producer: Carol Lynn Weaver
Producers: Brittany Carson, Ashley Bartell, Toby Louie
Completion/Special Effects
VFX house: Saint
Flame Artist: Rob Trent
Executive Producer: Helen Park
Producer: Mary O’Gara
Producer: Kristin Thoegersen
Recording Mix Recording Studio: Lime
Mixer: Zac Fisher
Executive Producer: Susie Boyajan
Music:
Music: We Are Walker Composer: Robert Miller
Founder/Executive Producer: Sara Matarazzo
Sound Design: Sound Design: Formosa
Composer: Per Hallberg
Producer: Lauren Cascio
