There are few things more Italian than the cappuccino, so Expedia decided to target people drinking them in cafes. The travel provider teamed up with coffee shop Deli Star to create a quirky new advertising medium: frothy milk. Stencils were distributed to all of the branches and then when someone ordered a cappuccino, the server would place the stencil over the milk foam and shake the chocolate powder over the top. Once the stencil was removed, the offer would remain on top of the foam, for example “Pisa €246”. Underneath the coffee cup there was a paper coaster printed with Expedia.de’s details and text explaining the offer.

As a result of positive feedback, the Italy special will be repeated next year.

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