Interactive quiz becomes a fully integrated campaign.

Expedia Local Expert

Consumers discover their unique travel identity and choose destinations based on favorite activities.

/ Opportunity

Expedia Local Expert is a digital and physical concierge resource that allows travelers to book tours, activities, and transportation from 1,600+ activity partners in 900+ international destinations.

Booking a trip doesn’t always begin with a specific destination in mind. Expedia Local Expert believes that people are inspired to travel by activities, and will head to locations based on activities they’re passionate about. We saw an opportunity to better understand travelers’ preferences and direct them to personalized experiences that will resonate with their favorite things to do.

/ Services

  • Brand Development
  • Content Development
  • Content Marketing
  • Creative & Web Design
  • SEO
  • Social Media
  • User Experience

Working with the PACIFIC team on the TRIP project was a terrific experience. The project exceeded my goals and hopes for the campaign upon launch, and they were highly responsive in working on creative tweaks to help with user flow through the game to the key content pages.

Karen DeJarnette / Senior Manager, SEO at Expedia Inc.

/ Insights

With a goal of better understanding travelers’ personalities and preferences, PACIFIC researched content strategies and interactive creative elements that engage consumers best. We decided to create a unique, interactive quiz called the Travel Identity Processor (TRIP). From there, it just grew wings.

We divided Local Expert’s inventory of hundreds of activities into 15 categories and created an array of Traveler Identities, such as Wine Aficionado, Hawaiian Holidayer, and Music Maven. Within TRIP, users drag and drop up to six 3D graphic items into a virtual suitcase. Based on the items chosen, a Traveler Identity is generated. Each identity is provided with curated suggestions of activities and excursions, as well as vacation destinations. Each user is also presented with the personal stories of similar travelers from around the world.

/ Results

TRIP became not just an interactive quiz comprising custom animation and graphics, but a fully integrated campaign with elements spanning across editorial, social media, content marketing, public relations, and creative channels.

Lastly, we also created and monitored the TRIP Dream Vacation Sweepstakes. Through the contest, two winners were selected each month to receive 38,500 Expedia points (a $550 value), which can be redeemed on hotel stays. Within the first six week of TRIP’s launch, more than 13,000 TRIP Dream Vacation Sweepstakes entries were received.

/ Website & Mobile

/ Social Media

/ Ads


/ Key Visual Gallery

/ Awards