Expedia has launched a multi-million dollar television and cinema branding campaign based around the new tagline – Where you book matters – to lift its Australian profile, which lags key competitors. Weekly tracking reveals that Australian consumer awareness of the Expedia brand is stalled at 15% despite heavy online advertising by the US giant across all major internet portals. Expedia boss Dan Lynn believes the new ad – big and glossy in the mould of the Qantas and British Airways campaigns – will achieve the necessary cut-through and make people take notice. Positioning Expedia as an accommodation site, it screens in cinemas from tonight and national tv during May. See it here.