Guerrilla marketing recommendations to increase awareness and usage of Expedia on college campuses. Presented to the Expedia Boston Office by BU Guerrilla Marketing Society's Expedia Team. If you have any questions or would like to see more of our work, please visit our website: https://www.bostongms.com

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Guerrilla Marketing Campaigns
Destiny Broadnax | Vanlizza Chau | Manuel Jamin | Ryan Jhaveri | Yandy Ngai | Ian Sung

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Introduction
Based on an analysis of past marketing campaigns, we
noticed a gap between Expedia and college students.
Based off research compiled, we’ve concluded that
the services that Expedia provides that would appeal
most to the target market of college students are:
• Comparable prices
• A variety of airlines
• Affordable travel packages
Disclaimer: Campaign can be applied to other groups
as well

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Target Statistics
Campus survey results:
66% purchase airline tickets several times a year
41% of respondents said the “creativity” was one
of the most important characteristics of an
advertisement
51% use online travel booking websites, however
40% do not use Expedia to do so
This is a problem!
51%
66%
41%
40%

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Employee at Fitness &
Recreation Center
Brand Persona
Vicky
Full Time College Student
Around 20 Years Old
Budget Conscious
Runs Track & Field
Art Enthusiast

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Target Market
• Undergraduate college students (18-24)
• Greater Boston Area
• 100+ colleges and universities
Boston

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Purpose
• Increase brand awareness
• Increase relatability to college students
• Promote Expedia as a primary resource

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Campaign Goals
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Get more college students
to use Expedia for online
travel purchases
Position Expedia as an
affordable, student-
friendly travel service

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Rainy Day Getaway 3D Street Art Charles River Countdown
Marketing Campaigns

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Rainy Day Getaway
Campaign:
• Hidden drawings/messages across campus
• Revealed on rainy days/contact with water
• “Did you book your flight home yet?”
Location:
Main walkways, crosswalks, center quads
Purpose:
• Capture attention of walking students
• Encourage students to escape the cold,
rainy days and remind them of home
• Thanksgiving Break
Expected Costs:
Spray Bottles (5): $800
Artists/Labor: $1500

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3D Street Art
Campaign:
• Realistic 3D Portal
Location:
George Sherman Union (GSU), Warren
Towers and West Campus, Questrom School
of Business, Marsh Plaza
Purpose:
• To appeal to those looking for the perfect
spring break getaway or summer vacation
Expected Costs:
$8,750 for 5 murals

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Charles Countdown
Campaign:
• A street art series to converse with runners
Location:
Esplanade besides Charles River.
Purpose:
• To tap into the more susceptible minds of
runners, which wander randomly during
exercise.
• Encourage the runners to discover travel
locations.
• During Summer and Fall
Expected Costs:
75 Signposts, printing, and labor.
= $575

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Summary
How It Accomplishes Goals:
• Focuses campaigns in student central
locations
• Puts Expedia into conversations not
limited to travel logistics
• Highlights deals & convenience
• Caters to the creative/spontaneous values
of the youth
Benefits:
• Increased brand awareness on university
campuses
• Increased relatability to college students
by reframing existing brand attributes.
• An expanded target market

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Thank You!