Unpack ‘25 Travel Trends
Expedia & Hotels.com & Vrbo
An editorial and social-driven campaign launching the Unpack ’25 Travel Trends—the data-driven predictions of where people will go and what they’ll do there in the year to come.
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We were asked to create a cross-brand, integrated campaign to create awareness for the release of our Unpack '25 Travel Trends report, and build towards our biggest end-of-the-year retail moment — Travel Tuesday.
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The campaign was a three-phase approach. Phase one: an introduction of the Unpack '25 report and a highlight of each of the Travel Trends. Phase two: creating anticipation of the retail moment through the idea of 'Somewhere To Look Forward To.' And finally, Phase three: Driving action by merchandising the Travel Trends through our sale pages.
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Our Unpack '25 Travel Trends were specifically designed to come to life in the editorial and social landscape. Throughout the three phases of the campaign, we created Instagram Reels, Stories, Carousels, Pinterest and Facebook posts, digital banners and Youtube videos.
The Editorial Lens
We worked closely with the Editorial and Content team to develop the stunning Unpack ‘25 Report, where travelers can scout and get inspired to book trips based on the year’s hottest travel trends. We created a beautiful online experience as well as a physical book of the report.
Campaign Results
The Unpack ‘25 Travel Trends campaign led to the highest bookings ever from Black Friday to Travel Tuesday in the history of the company.