The agency’s first project will be a partnership marketing campaign with Lovefilm, offering 10 free DVD rentals to Expedia customers who book a holiday in July.
To back the tie-up, a microsite has been set up that includes details of the top 10 holiday destinations inspired by films, voted for by Expedia customers. The promotion, also supported by press, outdoor and online activity, is based on Expedia’s idea that people can find travel inspiration in everyday situations.
In May, Expedia launched a £3.5m multimedia push through Freud Communications that employed the same idea (Marketing, 16 May).
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