Booking.com celebrates the Booking Hero with integrated ‘Booking Right’ campaign launching in Australia via Wieden+Kennedy Amsterdam

Booking.com, the world’s #1 accommodation site, today launched in Australia backed by a campaign created by Wieden+Kennedy Amsterdam. ‘Booking Right’, its new integrated brand campaign attempts to show how a perfectly chosen accommodation can make anyone feel like a Booking Hero.

The integrated ‘Booking Right’ campaign celebrates the booking hero across film, digital, social media, print and out of home activations. Based on real stories and insights from Booking.com customer reviews, the campaign launched with a 60-second TVC that follows the story of one booking hero and the effect perfectly booked accommodations have on shaping his life. From a chance encounter in a hostel to a romantic proposal in a chateau, a gatecrashing parrot at a family eco lodge to bonding with an adrenalin-pumped father-in-law at a castle resort, the ‘Booking Hero’ TVC shows what life can be like when you get it Booking Right.

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Four 30-second films, with 15-second cut downs, will also roll out shortly across TV and online channels. A full digital strategy will further underpin the campaign, including five contextual online films that match user Google key word searches with a world of possible Booking.com stays. While five directional online films will communicate Booking.com’s differentiating product benefits in a playfully branded way. These pieces of online content will compliment the campaign through a carefully crafted retargeting strategy across Google channels and Facebook.

“We believe that our ‘Booking Hero’ campaign wonderfully demonstrates how we continue to help deliver memorable life experiences to meet our customers’ different needs, desires and budgets–no matter their stage in life,” says Paul Hennessy, Booking.com chief marketing officer. “We know that the right accommodation is crucial for an unforgettable trip. Our new integrated brand campaign was inspired by our customers, drawing insights from a selection of our 42 million verified guest reviews. With over 600,000 properties worldwide, Booking.com offers an unparalleled selection of accommodation options to perfectly fit the personal needs of every individual.”

Says Wieden+Kennedy Amsterdam’s Aussie expat creative director, Genevieve Hoey (left): “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 its exactly what you wanted. Last year we focused on the little things that make our range of Booking accommodations epic for each traveller. Whatever people were into, we showed them Booking.com had the perfect place for them.

“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% right, for themselves and whomever is lucky enough to be travelling with them. It’s these people who understand that the power of a well-booked Booking accommodation can be life-changingly awesome.”

The Booking Right campaign launched in the U.S. on Sunday, with Australia the second of Booking.com’s global markets to launch the campaign after the TVC first aired last night. The campaign will further roll out in the coming weeks in Canada, United Kingdom and Germany.  Fans can view the Booking Hero TVC on Booking.com’s YouTube channel now.

Agency: Wieden+Kennedy Amsterdam

Photography: Neil Massey

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