Expedia From market entry to top-ranked travel portal

Brief

Expanding to the Asian market was a key business objective for Expedia. btrax’s team replicated Expedia’s success in the US market by fusing their core brand with Japanese consumers’ unique cultural expectations and needs.

Delivery

  • Provided cross-border and cross-cultural project management
  • Conducted focus groups to test brand performance
  • Translated global branding into a localized, culturally-aware design
  • Created high-performance page layouts
  • Developed ad campaigns for partners

Results

  • Boosted site traffic by 10x in 3 months
  • Established brand recognition within 6 months after launch
  • Expedia became a dominant player in Japan’s competitive travel vertical
  • btrax was entrusted for further brand localization of TripAdvisor, Expedia Korea and Hotels.com subsidiaries
  • Provided long-term consulting and localization services, including global rebranding in 2010

 

  • 25% Japanese Localization
  • 25%Web Design
  • 20%Integrated Marketing
  • 30%Branding
25%

Japanese Localization

25%

Web Design

20%

Integrated Marketing

30%

Branding

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Japan represents the second largest travel market in the world, and is an extremely important part of Expedia’s long-term growth strategy. We are delighted to be working with btrax for their excellent branding and marketing services.

Tim Besse,
Director of Online Marketing,
Expedia Asia Pacific

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10x increase in site traffic in 3 months
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