Expedia has launched a new European brand identity as part of its ‘Expedia Everywhere’ strategy. The campaign is said to mark a ‘new era’ for the online travel agent to ‘redefine Expedia’s role as a trusted travel partner rather than simply a booking engine’. It comes after a series of consumer workshops, which found that some people viewed the site as a faceless computer and lack of humanity. As a result, the OTA’s advertisements are said to focus on ‘people-shaped travel’ and feature those who work for the company. “This campaign is the culmination of an extensive pan-European consumer research study, which highlighted that customers are seeking reassurance and a greater level of personal engagement with travel brands,” said Andrew Warner, senior marketing director EMEA at Expedia. “We believe that co-creation of new services with consumers is key to the future of travel so this campaign aims to reduce the barriers to engaging with Expedia by creating a more personal relationship with the company and the people who will be making your holiday happen.” The multimedia promotion was launched in the UK today and will be rolled out across European markets in coming weeks.