Expedia: LUGGAGE LABELS

Credits & Description:

Type of entry: Graphic Design & Design Crafts

Category: Advertising Typography

Advertiser: EXPEDIA

Product/Service: EXPEDIA

Agency: OGILVY & MATHER LONDON, UNITED KINGDOM



Senior Director Of Marketing Emea: Andrew Warner (Expedia)

Account Executive: Jessica Wilkinson (Ogilvy And Mather)

Retoucher: Trevor Qizilbash (Ogilvy And Mather)

Head Of Traffic And Production: Grant Mason (Ogilvy And Mather)

Business Director: Stephen Hillcoat (Ogilvy And Mather)

Typographer/Designer: Mark Osborne (Ogilvy And Mather)

Copywriter: Jon Morgan (Ogilvy And Mather)

Art Director: Mike Watson (Ogilvy And Mather)

Associate Creative Director: Mark Harrison (Ogilvy And Mather)

Associate Creative Director: Paul Mason (Ogilvy And Mather)

Executive Creative Director: Gerry Human (Ogilvy And Mather)

Chief Creative Officer: Gerry Human (Ogilvy And Mather)

Brief Explanation

The challenge was to avoid well-trodden holiday clichés at all costs and engage the people who believe travel is a necessity rather than a luxury.

Describe the brief from the client

Create a campaign for those people who acknowledge the value of travel. For those who believe travel is truly transformational.

Design Process

We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape.

Due to security issues we couldn't use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted.

Real rubber stamps were used for the pay-off lines.

These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background.

Every code used is an official IATA code from a real airport.

Results

Site transactions increased by 9% and the gross booking value per customer also increased by 8%.