Out with the old, in with the new. Expedia.com ditches its decade-old logo as part of a larger rebranding effort. This new logo design is definitely more classy looking. “Where You Book Matters”, the new tagline summarizes the strategy behind the new brand campaign of Expedia.com. The campaign also includes an integrated advertising campaign featuring TV, print, outdoor, and online executions.

The objective of the new campaign is to communicate the reasons why booking with Expedia.com makes all the difference, because of the superior value, ease and convenience Expedia.com offers. So, Expedia seeks to change the mindset of travelers that it doesn’t really matter where they actually book their travel.

Anyway, their tagline actually brings to mind my winning tagline at my former company, OAG (aka Official Airline Guide) now known as UBM Aviation, “Where Business Means Travel”. The tagline was used for the Travel Solutions business, which provides the world’s foremost travel planning and booking tools for complex business travellers around the world.

Their new logo is rolled out on Expedia.com, but not the rest of the sites yet. Rebranding efforts are tricky things. It can be a success or fail you. It’d be interesting to watch this project!

Check out for one of three commercials by Expedia.com set to air by the end of January.