Travel booking platform Expedia is focusing on the joy that truly unique holiday experiences can provide to hard-working families in a heartwarming new ad.
Created in-house, “Northern Lights: Julie, Grace & Maya” shows how Expedia helped a single mother break out of monotony of daily life with a once-in-a-lifetime trip to see the Northern Lights with her mother and daughter.
Directed by Hiro Murai through Doomsday, the brand’s work was created by Yo Umeda and Michael McCommon and will be supported by an immersive out-of-home execution in the World Trade Center in New York.
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Narrated by Hollywood star Ewan McGregor, the film premiered during Sunday’s Super Bowl coverage in the US. It will also be rolled out across the UK and Australia.
As part of the campaign, travel guides for six Northern Lights destinations – Fairbanks, Yellowknife, Tromsø, Lapland, Reykjavik and Manitoba will be released.
Other features, such as a shoppable landing page on the Expedia website, and a range of editorial features with recommendations for potential holidaymakers will also help bolster the key creative.
