This Expedia Ad Targets Busy Parents and Their Travel Points
Rebecca Byers — January 18, 2016 — Life-Stages
References: adweek
This emotional Expedia ad is sure to stir emotions in anyone feeling guilty about balancing professional work life and play time with family. The ad campaign provides a real solution for kids anxious about their parents constant work travel: redeeming the points they earned on business trips on a single over-the-top family vacation.
Following a path led by Apple and Google, the aspirational ad manages to play up the emotional baggage of parents fearing they may be missing the most important years. In the case of this commercial, the family in question chose to trade in their points for the safari vacation of a lifetime. In the add, the individual is able to redeem the 83,000-points accumulated on a safari, in case one is interested in starting a fund.
Following a path led by Apple and Google, the aspirational ad manages to play up the emotional baggage of parents fearing they may be missing the most important years. In the case of this commercial, the family in question chose to trade in their points for the safari vacation of a lifetime. In the add, the individual is able to redeem the 83,000-points accumulated on a safari, in case one is interested in starting a fund.
Trend Themes
1. Emotional Travel Ads - Exploiting emotions of guilt and longing in busy parents to promote family travel experiences.
2. Redeeming Business Travel Points - Encouraging parents to use their earned travel points for memorable family vacations.
3. Aspirational Advertising - Creating ad campaigns that tap into the emotional baggage of parents and highlight the importance of family time.
Industry Implications
1. Travel and Tourism - The travel industry can capitalize on the desire of busy parents to create memorable family vacation experiences.
2. Rewards Programs - Companies offering rewards programs, such as travel credit cards, can target parents and emphasize the value of redeeming points for family-centric experiences.
3. Advertising and Marketing - Advertising agencies and marketers can explore the concept of emotional storytelling to promote products and services that cater to the family-oriented desires of busy parents.
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