Booking.com’s global Hero campaign lands in UK
Booking.com has launched a global integrated campaign as it continues to drive brand awareness in the lead up to the holiday season.
The ‘Booking Right’ positioning was developed by Wieden+Kennedy Amsterdam and looks to “celebrate the power of how a perfectly chosen accommodation can make anyone feel like a Booking Hero”. Local activations have rolled out in the US, Canada, Australia and Germany.
“We know that the right accommodation is crucial for an unforgettable trip,” said chief marketing officer Paul Hennessy. “Our new integrated brand campaign was inspired by our customers, drawing insights from a selection of our 43 million verified guest reviews.”
The 60-second TV ad is based on real stories from Booking.com customers and shows how one man’s lift has been shaped by the hotels he stays in. It ends on the tagline ‘Booking.com, Booking.yeah’ strapline which was initiated with the brand’s first ever campaign in 2013.
The activity will be extended to digital with five contextual online films that run based on people's Google keyword searches as well as social media, print and out of home activations.
W+K Amsterdam creative director, Genevieve Hoey, said: “Our first campaign for Booking.com in 2013 established the brand and brought to life the ‘door moment’ of crazy relief and delight that occurs when you open the door of your Booking accommodation, to find it’s exactly what you wanted.
“In this year’s campaign, Booking Right, we’re elevating our Booking.com consumers to accommodation hero status. We’re celebrating the people who use Booking.com to get their accommodation 100 per cent right, for themselves and whomever is lucky enough to be travelling with them.”
The Booking Right campaign rolls out in the UK from today (10 March).