Turning the mundane, frustrating experience of booking a hotel online into a fun moment, is an act of legerdemain that only Booking.com is probably able to pull off.
Take a look at their YouTube commercial to see what I mean. It’s wry, funny and self-deprecating.
It’s a spoof on hotel TV commercials that in and of itself, is a smart TV commercial for Booking.com’s new U.S ad campaign: “Booking Epic.”
But we have come to expect these sorts of creative approaches from the company that’s the largest brand in the global online accommodation sector.
Last year it won the coveted Adrian Award bestowed by the Hospitality Sales and Marketing Association International (HSMAI) for its first U.S advertising campaign, ‘Booking.yea’, which, Chief Marketing Officer, Paul Hennessy said reflects their commitment to helping travelers experience ‘the delight of the right’ with their accommodations.
The new 2014 campaign builds on that success. The “Booking Epic” experience is designed to delighting consumers and “raise the bar for travelers.”
The company, with 25 different varieties of accommodations, 400,000 properties in 193 countries, asks travelers to share even the smallest detail that went into making their accommodations epic. Or “Epic.”
What could that be?
It could be the cashew nuts.
Or the complimentary breakfast.
How about the minbar, or the incredibly powerful hair dryer?
Or…
It’s pretty self-explanatory, but clever, because people don’t book a hotel room, they book an experience. They book a story.
The campaign was created by Wieden+ Kennedy Amsterdam Creative, and the theme is simplicity itself: A successful hotel stay is shaped by thousand of little and often weird details that Wieden+Kennedy directors say cause travelers across the globe, to glow.
The video itself is airing from January 14 on across the United States as a compelling component of “Booking Epic” showing people getting in touch with what they really like and want about their hotel stay.
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