• Adweek, Thursday, March 1, 2007 11:01 AM

Expedia.com's ability to help travelers make informed decisions is the focus of its first campaign since Doner snagged the $170 million account last fall. The new effort, which includes television, print and online components, introduces the company's new tagline, "Go with confidence."

TV spots rolling this week highlight tools that Expedia has developed to help consumers make their travel plans. One uses Expedia's trademark yellow suitcase to describe the confident traveler. Travelers carry it in exotic locations, while a narrator talks about what makes a confident traveler. "Expedia has always been about empowering travelers with choice ..." says Kevin Weinman, an account manager at Southfield, Mich.-based Doner. "We sought to demonstrate Expedia's commitment to providing its customers with the tools they need to be confident."

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