Booking and Expedia Super Bowl Ads Will Be an Online Travel Sideshow
Skift Take
Netherlands-based Booking.com, which will air its first-ever Super Bowl advertisement in the fourth quarter on February 13, is hoping the game will be a riveting cliff-hanger at that point to keep the viewership up. Meanwhile, the brass at Expedia, which will run its first big game ad in a decade during the first quarter, is probably rooting for the face-off to be a yawner by the final quarter when its rival gets the air time.
Such will be the online travel industry's marketing drama with 30-second ads costing up to $6.5 million for Super Bowl LVI in Los Angeles, with an expected TV audience of 100 million people to view them.
Expedia Group's Vrbo vacation rental brand will kick things off in the NBC pregame show in the U.S. (and at halftime in Canada) with a 60-second ad created by ad agency Wieden + Kennedy. Vrbo's ad will push the message that the people you travel with are
