{"id":41323,"date":"2024-10-02T15:27:01","date_gmt":"2024-10-02T15:27:01","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=41323"},"modified":"2025-05-12T10:25:12","modified_gmt":"2025-05-12T10:25:12","slug":"expedia-groups-travel-media-network-success-soars-driving-growth-for-the-illinois-office-of-tourism-and-launching-brand-usa-this-fall","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/expedia-groups-travel-media-network-success-soars-driving-growth-for-the-illinois-office-of-tourism-and-launching-brand-usa-this-fall\/","title":{"rendered":"Expedia Group&#8217;s Travel Media Network Success Soars, Driving Growth for the Illinois Office of Tourism and  Launching Brand USA This Fall"},"content":{"rendered":"\n<p>The Illinois Office of Tourism and Brand USA are the latest destination marketing organizations to unlock the power of Expedia Group\u2019s recently launched travel media network. The partnerships leverage advertising opportunities on Expedia Group\u2019s own sites, brand-new opportunities within its B2B network, and offsite offerings including out-of-home, social media and connected TV placements.<\/p>\n\n\n\n<p>These latest partnerships reflect Expedia Group\u2019s mission to position its travel media network as a one-stop shop for advertisers looking to reach high-intent travelers around the world. Through its owned brands and partnerships, Expedia Group provides an unmatched combination of global reach with deep traveler insights, creative capabilities, media buying power, and measurement to connect brands effectively with their target audience.<\/p>\n\n\n\n<p><strong>\u2018Middle of Unexpected\u2019 with the Illinois Office of Tourism<\/strong><\/p>\n\n\n\n<p>The \u201cMiddle of Unexpected\u201d campaign encourages travel into Illinois and generates awareness beyond well-known cities like Chicago through domestic and international efforts, including Canada, Mexico, the U.K., Germany, Australia and New Zealand. The campaign launched in April and ran through September, with nearly $27M attributed gross bookings,<a id=\"_ftnref1\" href=\"#_ftn1\">[1]<\/a> 16M impressions and 40k page views in the US through June. The campaign includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Custom video content across CTV and social media, driving travelers to a custom <a href=\"https:\/\/www.enjoyillinois.com\/middle-of-everything\/\">shoppable <\/a><a href=\"https:\/\/www.expedia.com\/see\/enjoyillinois\">microsite<\/a>.\u00a0\u00a0<\/li>\n\n\n\n<li><strong><em>NEW! <\/em><\/strong>Supply optimization in partnership with Expedia Group\u2019s hotel and activity partners in market, who participated in discounted rates during the campaign.<\/li>\n\n\n\n<li><strong><em>NEW! <\/em><\/strong>Targeted campaigns and webinars in the U.S. and U.K. for travel agents through Expedia Group\u2019s Travel Agent Affiliate Program (TAAP), including an in-person event in the U.K.<\/li>\n<\/ul>\n\n\n\n<p>\u201cIllinois has so much to offer, from its scenic byways to cultural touchstones, and we\u2019re thrilled to bring the state\u2019s wonder to more travelers,\u201d said Daniel Thomas, deputy director of the Illinois Department of Commerce &amp; Economic Opportunity, Office of Tourism. \u201cWhile the campaign is still underway, we have seen <a>a<\/a> huge impact on driving interest in the state. In just three months, we\u2019ve seen nearly 100,000 attributed travelers experience Illinois for its many points of interest and diverse landscape.\u201d&nbsp;<\/p>\n\n\n\n<p><strong>\u2018A Somewhere for Everyone\u2019 with Brand USA<\/strong><\/p>\n\n\n\n<p>Launching in November in Japan and Canada, Brand USA\u2019s \u201cA Somewhere for Everyone\u201d campaign ensures travelers from far and wide have easier access to plan trips that will allow them to experience the diversity of people, places and experiences across the United States. Running through early 2025, the campaign activates the following through Expedia Group\u2019s travel media network:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A film produced by Expedia Group\u2019s in-house creative team, depicting a family experiencing a joyful off-the-beaten-path road trip from San Francisco to Oregon.<\/li>\n\n\n\n<li>Video content displayed on digital-out-of-home, paid social media, YouTube and connected TV.<\/li>\n\n\n\n<li>A custom microsite where travelers can auto-generate custom \u201ctri-tineraries\u201d featuring three destinations with their \u201cvibe\u201d of choice, which can then be planned and booked directly on the site. The site includes links to plan and book their trip<a>.&nbsp;<\/a><\/li>\n\n\n\n<li><strong><em>NEW! <\/em><\/strong>Brand USA is among the <a href=\"https:\/\/www.businesswire.com\/news\/home\/20240916112655\/en\/EXPEDIA-TEAMS-UP-WITH-CREATORS-CELEBS-AND-KEY-PARTNERS-TO-LAUNCH-TRAVEL-SHOPS-BRINGING-SHOPPABLE-STOREFRONTS-TO-THE-TRAVEL-INDUSTRY\">first wave of destination marketing organizations<\/a> using<em> <\/em>Travel Shops. This first-of-its-kind shoppable storefront allows creators and brands to share and save travel recommendations on the Expedia app to attract travelers by highlighting the must-see experiences and accommodation options the USA has to offer.<\/li>\n<\/ul>\n\n\n\n<p>\u201cWe\u2019re thrilled to continue our long-standing collaboration with Expedia Group through this latest, data-backed campaign,\u201d said Susan Zachar, senior director of Brand, Brand USA. \u201cAs the nation\u2019s destination marketing organization, Brand USA leads the effort to attract international visitors while driving innovation in reaching global travelers. By optimizing existing and leveraging new technologies, we ensure that travelers have the knowledge and access to fully experience the diversity and breadth of the United States.\u201d<\/p>\n\n\n\n\n\n<p>\u201cOur <a href=\"https:\/\/go2.advertising.expedia.com\/path-to-purchase-2023\">research<\/a> shows that travelers view an average of 141 pages of travel content in the 45 days before booking a trip, and nearly 3 in 5 travelers don\u2019t have a specific destination in mind or have considered multiple destinations,\u201d says Rob Torres, SVP of Media Solutions at Expedia Group, \u201cWith the increasingly complex travel purchase journey, we\u2019re focused on driving campaigns that make the media buying experience simple and effective. We\u2019re grateful for partners that trust in our travel media network and its ability to deliver compelling results by connecting them with travelers when it matters most.\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a><em>Source: 1st Party Expedia Group Attributed Booking Data <\/em><em><\/em><\/p>\n\n\n\n<p><em>Date Range(s): April 1, 2024 \u2013 June 30, 2024 (Audience Extension\/ATV through July 8th)<\/em><em><\/em><\/p>\n\n\n\n<p><em>Points of Sale (IP Origin) used: Expedia Group USA<\/em><em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Illinois Office of Tourism and Brand USA are the latest destination marketing organizations to unlock the power of Expedia&#8230;<\/p>\n","protected":false},"author":39,"featured_media":41327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[107,60],"tags":[],"companies":[132],"locations":[51],"class_list":["post-41323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","category-featured","companies-expedia-group","locations-seattle","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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