From market entry to top-ranked travel portal
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.
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
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
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