Company: Expedia Media Solutions, Bellevue, WA
Entry Submitted By: Zeno Group
Company Description: Formed in 2007, Expedia Media Solutions is dedicated to building online and offline media partnerships for travel and non-travel brand advertisers and to enable them to leverage the unique media value of Expedia’s network of leading travel brands and global points of sale. For more information, visit www.advertising.expedia.com.
Nomination Category: Marketing Campaign Awards Categories - Specialty
Nomination Sub Category: Consumer Advertising Campaign of the Year

Nomination Title: Cars Land at Disney California Adventure

Tell the story of this nominated advertising campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Disneyland Resort wanted to generate awareness and excitement for Southern California’s newest family-friendly attraction, Cars Land at Disney California Adventure.

To best drive awareness for the new attraction, Disneyland Resort teamed up with creative agency True North as well as Expedia Media Solutions to create a first-of-its-kind branded media campaign.  The custom campaign leveraged Expedia, Inc.’s expansive and diverse audience – more than 42 million unique monthly users worldwide – including families and those with a high discretionary income. 

Disneyland Resort, True North and Expedia Media Solutions developed rich media and expandable Cars Land ad units that were hosted on the Expedia home page during a 3-day period in June 2012.  Upon home page launch, animated Cars character Lightning McQueen raced across the homepage and spun around the Expedia Booking Wizard. The direct interaction of the Cars Land rich media units and Expedia Booking Wizard is something Expedia had never done before – but the visually stimulating and engaging ad experience was core to the creative campaign. To provide users with a seamless and fully-integrated experience, a Disneyland Resort landing page was also integrated into the Expedia site, featuring additional resort and Cars Land attractions information, as well as a link to a ticket booking page on Expedia.

The compelling campaign proved to be a success for Disneyland Resort and Expedia.  On average, Disneyland Resort ticket sales and revenue increased nearly 21% and 39%, respectively, during the same time period YOY.  From a market perspective, Southern California/Orange County saw massive results;during two out of the three Cars Land takeover days, Orange County had the largest YOY growth in booked rooms of any top 12 markets in the United States.  On June 26, 2012, Expedia saw the second highest room bookings in one day, upwards of 4,650 rooms.

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Provide a brief biography of the leader of the team that planned and executed this advertising campaign (up to 125 words):

As Global VP of Media Solutions for Expedia, Inc., Noah Tratt oversees advertising sales and related business development efforts for the Expedia brands. In addition to building strong relationships with advertisers and travel partners, Tratt leads all product development, yield management and operations related to the advertising business.  Tratt joined Expedia in 2002 as head of the car rental business and in 2006, he became the VP of Supplier Strategy for Expedia Corporate Travel.