Expedia.com Ad Review Down to Three Finalists

TBWA/Chiat/Day, Mullen, Doner Compete for $170 Million Account

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SAN FRANCISCO (AdAge.com) -- Expedia.com has narrowed the list of agencies for its $170 million advertising review to three: Omnicom Group's TBWA/Chiat/Day, Playa Del Rey, Calif.; Interpublic Group of Cos.' Mullen, Boston; and independent Doner, Southfield, Mich.
Aug. 14 presentations
Bob Nelson, interim VP-branding and segmentation, said the three shops will be assigned a full campaign for presentation in New York on Aug. 14. A decision will be made a week later. The seven-year incumbent, Interpublic's Deutsch, Los Angeles, did not defend.

Mr. Nelson said Expedia.com, which has an extensive customer-care organization to help travelers make vacation choices, can offer a more personalized travel experience than competitors such as Orbitz or Travelocity. "We want to be your personal travel company," he said. Donna Wells, senior VP-marketing, will lead the review.

Gas Station Locator
Bellevue, Wash.-based Expedia.com has been rolling out a number of personalized features, including Fare Alert, which lets customers know when certain trips are available at a specific price level, and Gas Station Locator, which helps travelers find the gas station with the least expensive gas nearest to their rental-car drop-off location.