20 countries, 64,000 miles, 64 days...Red’s award-winning search for the World’s Best Blue Sky travelled the globe and brought Expedia’s brand to life.

Red was tasked with launching Expedia’s new brand identity - a cloud in a blue sky - whilst also shifting perceptions of the brand from a process–driven travel booking site to a people-friendly, content-rich, destination inspiration service.

Taking this new identity as the starting point, Red launched a campaign to find the World’s Best Blue Sky which involved consumers at all stages.  From 3,000 applicants, one lucky “Blue Sky Explorer” was recruited via media and regional events to visit 20 destinations. Consumers were also asked to vote what these 20 destinations should be.  The Blue Sky Explorer blogged about her experiences in each destination creating content for the Expedia site, and advertising spend was diverted to support the campaign by featuring the Explorer in print creative.

The campaign not only reached millions of people but it also became a key revenue driver for Expedia’s crucial summer season by driving 1.5 million hits to a dedicated campaign website, creating an estimated 2,000 direct sales leads in the process.

This campaign won Best Consumer Campaign at the CIPR Excellence Awards in 2007 as well as Best Website Campaign at the Sabre Awards in the same year.