In the world of travel and hospitality, Booking.com has long been known for its performance-driven marketing strategies. However, in recent years, the travel giant has started to delve into brand building, recognizing the importance of striking a balance between brand awareness and performance marketing.
According to Natalie Wills, the Vice President of Brand at Booking.com, the company has historically focused on performance-led campaigns. However, they have realized that in markets where their brand is stronger, their performance campaigns deliver better results. This realization has led Booking.com to explore new avenues for brand building while maintaining their commitment to performance-driven strategies.
Designing Content for Every Platform
Booking.com’s approach to brand building involves creating content that is tailored for every platform. One example of this is their Super Bowl campaign titled “Somewhere, Anywhere.” Instead of just airing during the Super Bowl, the campaign ran across Europe and the United States, with Melissa McCarthy’s voice dubbed in 15 different languages. The campaign featured a series of 15- and 30-second commercials that were shown on streaming platforms, online, and social media.
To achieve such widespread distribution, Booking.com has partnered with YouTube, their preferred social platform. YouTube not only offers ad space but also collaborates with Booking.com’s creative team to optimize content for maximum efficiency. This collaboration has enabled Booking.com to make their marketing spend work harder, reaching a wider audience and generating better long-term performance.
The Power of Collaboration and Influencer Marketing
Booking.com recognizes that in the digital age, traditional ads alone may not be enough to reach their target audience. They have embraced the creator space, collaborating with influencers and creators to design content that resonates with their audience on various platforms. This approach allows them to scale their content effectively while relinquishing some control over the creative process.
Natalie Wills explains that creating content for different channels can be challenging when relying solely on traditional ads. However, by collaborating with influencers and creators, Booking.com can generate diverse content that performs better in the long run. This strategy not only helps them reach a wider audience but also allows them to tap into the creativity and expertise of influencers and creators, resulting in more engaging and impactful campaigns.
Exploring New Advertising Opportunities
Booking.com is continuously exploring new advertising opportunities to stay ahead in the competitive digital landscape. One platform they are currently testing ads on is YouTube’s TikTok rival, Shorts. With the rise of short-form video content, Booking.com sees the potential in reaching their audience through this platform. They recently launched a Eurovision campaign on Shorts, featuring former winner Conchita Wurst.
Additionally, Booking.com is venturing into connected TV advertising on YouTube. With YouTube’s data showing that 45% of viewers are watching via their TVs, this represents a significant consumer trend. By leveraging connected TV advertising, Booking.com aims to reach their audience in a more targeted and impactful way, capitalizing on the potential offered by this emerging medium.
See first source: Adweek
FAQ
Why has Booking.com started focusing on brand building in addition to its performance-driven marketing strategies?
Booking.com has recognized that in markets where their brand is stronger, their performance campaigns deliver better results. This realization prompted them to strike a balance between brand awareness and performance marketing.
How does Booking.com tailor content for different platforms?
Booking.com creates content specifically tailored for each platform. For instance, they ran their Super Bowl campaign, “Somewhere, Anywhere,” across Europe and the United States, adapting it for online, streaming platforms, and social media. The campaign featured 15- and 30-second commercials in 15 different languages.
What role does YouTube play in Booking.com’s brand building strategy?
YouTube is Booking.com’s preferred social platform, offering ad space and collaborating with Booking.com’s creative team to optimize content for maximum efficiency. This collaboration has allowed Booking.com to reach a wider audience and generate better long-term performance.
How does Booking.com leverage collaboration and influencer marketing in their campaigns?
Booking.com collaborates with influencers and creators to design content that resonates with their target audience. This approach helps them scale their content effectively and tap into the creativity and expertise of influencers, resulting in more engaging and impactful campaigns.
What advertising opportunities is Booking.com exploring in the digital landscape?
Booking.com is testing ads on YouTube’s Shorts, a short-form video platform, to reach its audience in a new and engaging way. They are also venturing into connected TV advertising on YouTube to capitalize on the growing trend of viewers watching via their TVs, aiming for more targeted and impactful advertising.
Featured Image Credit: Jas Rolyn; Unsplash – Thank you!
