Case Study: Orbitz achieves stronger LGBTQIA+ awareness with TikTok for Business

How Orbitz Creating awareness with LGBTQIA+ travelers

Orbitz, part of Expedia Group, wanted to strengthen its long-standing commitment to LGBTQIA+ equality and inclusion in travel by driving positive awareness and engagement with the community. To do that, Orbitz partnered with TikTok for Business and launched the #TravelAsYouAre campaign on TikTok to reach a diverse, self-expressive audience and inspire LGBTQIA+ travelers to feel confident traveling on their own terms.

TikTok for Business supported the campaign with creator-led content, including a custom song, Drag Day activations, and authentic videos from LGBTQIA+ travel creators, then amplified the best-performing posts with Spark Ads and broad, travel, and interest-based targeting. The campaign delivered 16.5 million reach, a +4.6% awareness lift, and average watch time 128% above benchmark, while also increasing ad recall by +2.2% and familiarity by +4.4%.

Orbitz