Cannes Lions

Made to Travel - Maracuya

EXPEDIA, Washington D.C. / EXPEDIA / 2023

Film
Supporting Images
Supporting Images
Supporting Images
Case Film
Supporting Images
Supporting Images
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Overview

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Credits

Overview

Background

Expedia's "Made to Travel" brand platform is a reminder of our innate human desire to explore the world around us. While the platform is inclusive of all cultures, we found that our Latino audiences didn't feel fully connected to travel brands at large, and see traveling as only a transactional service. Because, historically, it hasn’t been “for them”. The whole of the Latino community is often treated interchangeably in society, but in reality, this audience is as rich, and nuanced as all the various countries and communities that they make up. To ensure that Latino travelers felt truly seen, we created a campaign that highlighted subtle cultural nuances that authentically spoke to the differences across our Latino communities.

Execution

The cinematography of “Maracuyá” was inspired by voyeuristic travel photographers like Alex Webb and Martin Parr. It presents a cinematic, yet uplifting experience that breaks from the stereotypical Latin American narratives, which are too often treated as a lower quality product.

Throughout the film we are exposed to cultural cues that speak directly and authentically to the Latin American traveler experience. Things such as traveling with family or large groups, enjoying extended meals, or even details like traveling with an extra suitcase so you can bring gifts home for the family (even if the gift is a fruit) - small, true touches that say: “if you know, you know.”

Outcome

This campaign was very successful in resonating and connecting with US Latino travelers, with both Casa and Maracuyá performing 20-40% above the benchmark in likability, relevance, credibility, booking intent, and brand interest. Coupled with The Mexican National Fútbol Team partnership, it created higher recall and favorability among fans. Expedia also saw 4x more “saves” and “shares” on social than compared to benchmarks. The campaign's efforts to inspire everyone to travel resulted in a 3.5% increase in incremental visits from top Hispanic DMAs on Expedia.com, primarily driven by the work featured in the Latin Grammys and World Cup.

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