Expedia.com introduced a new brand campaign, “Find Yours,” which puts the camera in the hands of travelers themselves. The campaign features 100 percent user-generated travel content, including photos, videos and stories from everyday consumers explaining how travel has transformed them.

This content is featured throughout all facets of the campaign, which includes a new 60-second TV spot as well as a series of mini-documentaries and short travel-themed films from up-and-coming filmmakers. Find Yours will also become Expedia's new tagline, replacing "Where You Book Matters."

The Find Yours campaign reflects more than an advertising shift for Expedia, according to Expedia, which says it is an effort to move away from the commoditized feel of online travel booking towards “the transcendent bliss of the perfect vacation.”

Expedia’s Find Yours branding campaign was created by Vic Walia, senior director of brand marketing at the online travel website. Ad agency 180LA helped develop the "Find Yours" campaign. This is the agency's first work for Expedia. 180 LA was selected as Expedia's advertising agency of record in March 2012.  Media planning and buying for the Find Yours campaign was executed by TargetCast.

Expedia's new TV spot began airing on July and will be seen on top programming nationwide. Expedia has focused the spot on everyday travelers, each of whom has been transformed by travel. Their real-life vacation videos are used throughout the spot.

As part of the Find Yours campaign, Expedia is also serving as platinum sponsor of Passports with Purpose, an organization dedicated to doing long-lasting good for people who live in the places travelers visit (past efforts include creating two libraries in Zambia, a school in Cambodia and a village in India), and is sponsoring TBEX 2012, a travel blogger conference, in the U.S. and in Spain.

Expedia also has created a rich social media campaign that invites travelers to share their photos and stories on Facebook, Twitter and Pinterest. A Twitter photo campaign pits bloggers versus bloggers in an effort to get fans to share photos that exemplify different key words with winners earning a four-night stay in Aruba at the Bucuti & Tara Beach Resorts. In addition, Expedia has created its first Pinterest contest in concert with the travel blog Wanderlust and Lipstick that invites consumers to create an Expedia Find Yours travel photo board for the chance to win a 4-night stay at Dreams in Los Cabos.

Expedia has asked young filmmakers to interpret the Find Yours campaign through a cinematic lens, by creating two-three minute short films. Thirty-seven filmmakers, aged 13-28, submitted films for consideration. Voting to select the top 10 finalists concluded today. The winner will receive $10,000 and the top three finalists will be integrated into the Find Yours campaign.