The campaign, backed by a £12m budget, aims to establish Expedia as a one-stop shop for all holiday-related services. It will feature the new strapline 'Create your perfect trip'.
Capitalising on the summer holiday booking period, the campaign will target consumers who spend a lot of time browsing websites to purchase the different elements of their holidays from a number of suppliers.
Rebecca Butler, marketing director at Expedia.co.uk, said the new positioning marked 'a step-change in strategy'.
Butler was appointed following the promotion of Beverly Shaw to a new pan-European role at parent IAC Travel, which she left after only three weeks (Marketing, 19 February).
The latest integrated campaign was created by Clemmow Hornby Inge and will break this week. It includes national television, outdoor, press, radio and digital ads.
The TV work portrays people doing everyday tasks in the most laborious, impractical way possible.
In one scene, a person is shown cutting a lawn with scissors instead of a lawnmower; in another, a car is seen driving through a river instead of using the bridge. The ads end with the line 'Stop searching and start creating.'
Media has been handled by PHD, with online creative by Arnold Interactive.
Expedia's relaunch follows that of rival Travelocity, which in December unveiled a new positioning with a campaign featuring iconic TV travel show presenter Alan Whicker.
Expedia has also launched a tool, called the Inspirator, to help users create their perfect trip. Located on the homepage, the search tool provides destination ideas to suit a number of holiday profiles.
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