Expedia and Bookabach
Unpack ’25
People are travelling again and whether they’re headed to Te Anau or Thailand, it’s clear: they are on the move. But where are they going? What do they want when they get there?
Enter Unpack ’25, Expedia Group’s annual travel trend report, which revealed what’s trending and inspiring travellers to explore the world in 2025.
The campaign required a comprehensive earned media strategy and execution alongside paid amplification and a nuanced famil program to create awareness, relevancy and action. Adding to the challenge, Unpack ’25 needed to go live across multiple global markets simultaneously.
The best travel campaigns are the ones that tell a good story and the inclusion of the Waikato region as a trending global destination in Unpack ‘25, provided a strong local hook for the earned media approach. It also elevated the story from ‘just another trends report’ to a celebration of an unexpected NZ region punching above its weight as a travel hot spot for 2025.
38 pieces of earned coverage (online, print and broadcast)
Expedia spokesperson interviewed for TV, radio and print stories positioning the brand as culturally relevant thought leaders and trend spotters
677,600 weekly listeners across Newstalk ZB paid campaign with 2.6 million combined listeners
Famil program generated syndications in top-tier travel outlets, Stuff and NZ Herald
Total earned campaign reach 18.1 million
