Expedia Goes Heavy With TV Ads for Loyalty Program

The introduction of a revamped Expedia Group loyalty program, consolidating four brand programs into one, will likely be delayed until 2023, but in the interim the company is focusing its U.S. TV advertising on getting signups for its existing Expedia.com Rewards.

Since May 1, an Expedia.com TV ad called Lemons has attracted 91.6 percent of Expedia Group's estimated $15.6 million in U.S. national TV ad spend, according to TV measurement and analytics and firm iSpot.tv. (See the ad below.)

The spot is eclectic as it depicts scenes of people running in lemon costumes, a dancer with lemon images on his jacket and pants, an elderly man soaking in lemons in a spa-like pool, and a couple standing outside their convertible with a road sign showing they are in the northern Italian town, Limone sul Garda.

The message is about travel and exploration, of course, but also about the alleged allures of Expedia