After a year when the online travel agencies took turns matching competitors' booking fee reductions, Expedia.com's message now is: we're better than the other guys.
Expedia on Wednesday unveiled a new brand campaign with the tagline "Where you book matters." Expedia calls the slogan "simple yet powerful."
"We seek to change the mindset of many travelers that it doesn't really matter where you actually book your travel," said Paul Leonard, Expedia.com's vice president of brand marketing.
"Our new campaign will communicate the reasons why booking with Expedia.com makes all the difference, namely because of the superior value, ease and convenience Expedia.com offers."
The campaign includes a new logo and a series of national television ads.