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自己旅行有趣 4
案例简介：摘要: Expedia 成立于 1995年，成为网络第一大旅游品牌。它开创了商业街旅行社的时代，开启了在线旅游预订的时代。 随着市场过度拥挤和商品化，Expedia 需要反击，以扭转利润率的侵蚀，影响消费者行为。为了实现这一目标，具体的销售目标是实现预订量的价值增长，在 2013年底之前，这一增长超过了英国和法国这一类别的增长。 因此，行为目标是通过吸引更多的人来影响消费者行为，在 Expedia 花更多、更频繁的钱; 并影响他们直接通过 Expedia 自己的渠道预订。 Expedia 的 “自己旅行” 有趣的活动影响了更多的人花更多的钱。它增加了 Expedia 的利润率，带来了非凡的投资回报: 在法国投资的每欧元利润为 6 欧元，在英国投资的每英镑利润为 11 英镑。
自己旅行有趣 4
案例简介：SUMMARY: Founded in 1995, Expedia became the net’s first big travel brand. It ushered out the age of the high-street travel agent, opening the age of online travel booking. As the market became overcrowded and commoditised, Expedia needed to fight back to reverse the erosion of its profit margins and influence consumer behaviour.To achieve this, the specific sales objective was to achieve a value growth in bookings that, before the end of 2013, outpaced the growth of the category in both the UK and France. For this reason, the behavioural objectives were to influence consumer behaviour by getting more people, to spend more, more often with Expedia; and to influence them to book directly through Expedia’s own channels. Expedia’s Travel Yourself Interesting campaign influenced more people to spend more money, more often.It increased Expedia’s margins, delivering an extraordinary return on investment: € 6 profit for every Euro invested in France, and £11 profit for every Pound invested in the UK.
Travel yourself interesting 4
案例简介：摘要: Expedia 成立于 1995年，成为网络第一大旅游品牌。它开创了商业街旅行社的时代，开启了在线旅游预订的时代。 随着市场过度拥挤和商品化，Expedia 需要反击，以扭转利润率的侵蚀，影响消费者行为。为了实现这一目标，具体的销售目标是实现预订量的价值增长，在 2013年底之前，这一增长超过了英国和法国这一类别的增长。 因此，行为目标是通过吸引更多的人来影响消费者行为，在 Expedia 花更多、更频繁的钱; 并影响他们直接通过 Expedia 自己的渠道预订。 Expedia 的 “自己旅行” 有趣的活动影响了更多的人花更多的钱。它增加了 Expedia 的利润率，带来了非凡的投资回报: 在法国投资的每欧元利润为 6 欧元，在英国投资的每英镑利润为 11 英镑。
Travel yourself interesting 4
案例简介：SUMMARY: Founded in 1995, Expedia became the net’s first big travel brand. It ushered out the age of the high-street travel agent, opening the age of online travel booking. As the market became overcrowded and commoditised, Expedia needed to fight back to reverse the erosion of its profit margins and influence consumer behaviour.To achieve this, the specific sales objective was to achieve a value growth in bookings that, before the end of 2013, outpaced the growth of the category in both the UK and France. For this reason, the behavioural objectives were to influence consumer behaviour by getting more people, to spend more, more often with Expedia; and to influence them to book directly through Expedia’s own channels. Expedia’s Travel Yourself Interesting campaign influenced more people to spend more money, more often.It increased Expedia’s margins, delivering an extraordinary return on investment: € 6 profit for every Euro invested in France, and £11 profit for every Pound invested in the UK.
自己旅行有趣 4
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Travel yourself interesting 4
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基本信息
- 广告战役： #Travel Yourself Interesting#
- 广告品牌： Expedia.com
- 发布日期： 2014-06-01
- 行业领域： 互联网服务 , 网站
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
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