Ogilvy & Mather London has taken travel advertising to a whole new level with its latest Expedia UK advertising campaign that uses global airport codes in its advertising.
In their own words: ”There are over 9000 airports around the world and every one has it’s own three letter code. Instead of the usual travel cliches, we utilised these humble, but iconic codes to promote a wide range of offers and specials for the Expedia brand.”
The advertising campaign was a creation of Jon Morgan and Mike Watson and it all started with FUK on a suitcase: “It all started when we saw a woman walking through Heathrow with the word FUK hanging from her suitcase,” they say. “Turned out she’d just flown in from Fukuoka in Japan. That got us thinking, ‘maybe there are more’.”
Here are the nine ads that have run to date:
In times of stagnation, regression, hype, overuse and mass consumption, this advertising campaign adds a touch of original, creative and back-to-the-roots to the travel industry.
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