Luggage Racks Up the Miles in Expedia's One Key Intro

Sometimes, travel can be tough, even harrowing. But Expedia Group believes it can unlock additional value and fun for customers through its One Key loyalty program, which launched this week.

One Key runs across the company’s flagship Expedia, Hotels.com and Vrbo brands. An intro campaign from Wieden+Kennedy Portland shows how the initiative can simplify the travel experience and boost value.

“We’ve been transforming as a business by unifying our tech platform, streamlining our brand portfolio, and using creativity and innovation to better serve travelers with products that take the pain out of booking travel,” says Expedia brands president Jon Gieselman.

“The Travelers” depicts the journey of luggage, treating bags and cases as a cast of characters:

“We wanted everyone who goes anywhere to see themselves in this work, and the best way we could do that was by showing no one at all,” says W+K copywriter Ellie Jones. “The film treats the traveler’s luggage as the cast of characters. We see families, globetrotting adventurers, business people, and weekenders, all depicted through luggage.”

Next, “Auntie” tells the story of a young woman who earns Silver Tier status on a trip to meet her first nephew:

“Work Trip” follows a woman who earns OneKeyCash, which uses to get some R&R:

Along with other films, the push features OOH, audio, digital and social elements. 

“The campaign photography captures emotive, intimate and human moments of travel that anyone can relate to—whether you’re a frequent or infrequent traveler,” says W+K art director Ben Howard. “The imagery elevates everyday travel to the same level as destination travel, by finding interesting perspectives on every step of the journey.”