@Expedia and @180LA take hashtag literally, offer the chance to recreate one’s TBT pic

Cristina Blanaru Ads, Creativity

Expedia is asking people this summer to put a little extra thought into digging up their “throwback Thursday” pictures. Starting now and through September, people can enter Expedia’s #ThrowMeBack photo contest via Instagram or Twitter for a chance to win a travel voucher to recreate the memory.

Each week, Expedia will pick a lucky winner from users who follow Expedia on either Instagram or Twitter and tag their throwback Instagram or Twitter photo with @Expedia and #ThrowMeBack. Winners can choose to use their travel voucher to either go back to where their photo was taken or pick somewhere else to create more summer memories.

Many #tbt photos capture favorite travel memories (…) This is why Expedia wanted to integrate with this social trend and give people the opportunity to reconnect with these memories and create new ones.

Vic Walia,

Senior Director Brand Marketing Expedia.

180LA_Expedia_Tile

Developed by Expedia’s ad agency 180LA, the campaign capitalizes on the 228 million “tbt” hashtags to date and connects people to their best travel moments, sans “Hefe” filter.

 We all have great memories of summer vacations (…) So to promote the nostalgia of summer travel, we wanted to tap into the most nostalgic trend out there, #tbt.

Dave Horton,

Creative Director 180LA.

Expedia and 180LA released a video entitled “Back to Ocean Beach,” which follows a family’s journey from Washington State to their old favorite beach spot in San Diego.The family comes together to relive a photo moment of a very stud-ly, and curly, football holding uncle and an equally adorable brother-sister-dad combo on Ocean Beach in San Diego in full 80’s glory; the new new photo showcases the same wardrobe choices and loading up in a classic VW van—the family’s road trip vehicle of choice.

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Expedia.com is one of the world’s largest full service travel sites, helping millions of travelers per month easily plan and book travel. It aims to provide the latest technology and the widest selection of top vacation destinations, cheap tickets, hotel deals, car rentals, destination weddings, cruise deals and in-destination activities, attractions, services and travel apps.

180 is an award-winning international creative agency with offices in Amsterdam and Los Angeles. Part of Omnicom Group, 180 employs more than 200 people from over 30 countries. The agency has on its roster clients like adidas International, Asics, Pepsi, Boost Mobile, DHL, Kettle One Vodka, Mitsubishi Motors North America, Sony PlayStation, Academy of Motion Picture Arts and Sciences, True Religion Apparel, Qatar Airways, Western Union, and Zumba Fitness. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design, social media and advertising.

Campaign credits:

Expedia

  • Senior Director, Brand Marketing: Vic Walia
  • Brand Marketing Manager: Jessica Eichner
  • Media Director: Elizabeth Dorrance

180LA

  • Chief Creative Officer: William Gelner
  • Creative Directors: Dave Horton, Matthew Woodhams-­‐Roberts
  • Art Director: Chelsea Cumings
  • Copywriters: Ted Kapusta, Kevin Steele
  • Head of Production: Natasha Wellesley
  • Producer: Lauren Prushan
  • Head of Account Management: Chad Bettor
  • Account Director: Brooke Stites
  • Account Manager: Mackenzie Walen
  • Account Coordinator: Chase Pritchett

Production Company: Ways & Means
Executive Producers: Lana Kim, Jett Steiger
Director: Chelsea Cumings
Producer: Cedric Troadec
Director of Photography: Eli Born
1st Assistant Camera: Michael Norquest
Sound Mixer: Ryan James
Production Assistant: Brian Williamson

Editorial Company: Melvin Editorial
Editor/Post: Dave Groseclose
Post Production Producer: Brian Scharwath

Music: Andy Park