Problems
Expedia Group operates at global scale, but certain passion driven travel behaviors were not being fully activated.
Communities such as marathon runners and sports fans traveling for major events share strong characteristics. They are destination first planners, emotionally invested, and highly engaged in content before booking. They research deeply, follow events, and often build entire trips around a specific experience.
At the same time, family travelers planning vacations consume large amounts of inspirational content before making decisions.
Despite this clear alignment, there was an opportunity to better structure content, campaigns, and travel packages around these behaviors, connecting storytelling, search demand, and inventory into cohesive growth initiatives.
Solutions
For Expedia, I helped shape Travel2Run, a proactive strategic proposal designed to unlock a new revenue stream by targeting the global running community. The concept connected race events with curated travel packages, SEO driven content hubs, and partnership opportunities with organizers. It positioned Expedia as a trusted platform for runners traveling to compete, aligning audience behavior with scalable travel inventory.
In parallel, I worked as designer on Travel Like a Champion, a campaign driven initiative that connected sports passion with destination storytelling. The campaign translated the emotional energy of major sporting moments into travel inspiration, activating audiences across digital channels and reinforcing Expedia’s relevance beyond transactional booking.
For Vrbo, I led creative direction and production operations for a series of family focused city guide videos across the United States and Europe. The medium to long form content highlighted things to do with kids, local experiences, and destination insights, designed to increase engagement, watch time, and booking consideration.
Together, these initiatives demonstrate how strategic thinking and creative execution can work together to connect community, content, and commerce at scale.
