This campaign is Booking.com's attempt to hit the ground running this year in the hope that Expedia doesn't win the U.S. TV advertising race again.
Booking.com’s largest TV campaign signals that 2015 will be another very competitive year as the biggest travel brands compete for their share of voice in TV advertising.
The brand’s new campaign, “Booking Right,” is a “multi-million dollar effort” marking the first time it has launched a campaign in all its key markets at the same time, including the U.S, Canada, the UK, Australia and Germany, said Paul Hennessy, Booking.com’s chief marketing officer, who wouldn’t detail the exact price tag of the campaign.
For context, Booking.com accounted for $61.2 million of the $624 million online travel agencies spent last year on U.S. TV advertising.
The launch of the Booking.com campaign comes as TripAdvisor revealed this week that it will double its TV advertising in 2015 to $60 million.
“In comparison to our past brand campaigns from the last two years that rolled out as new markets joined our roster, ‘Booking Right’ is our biggest and most concerted investment into global marketing to date,” said Hennessy.
Launching in the U.S. this Sunday, the 60-second TV commercial draws from real stories and insights from Booking.com’s 42 million verified customer reviews and four 30-second films will also soon air on TV and online channels. The commercial perhaps tells a tall tale of what can happen on a trip and stretches the reality of travel, but then again travel is all about preparing for the unexpected.
Amsterdam-based Wieden+Kennedy helped create the campaign which will roll out in Booking.com’s other key international markets in the coming weeks.
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Photo credit: Booking.com's latest "Booking Right" TV campaign is the brand's biggest yet. Booking.com