Booking.com needed a campaign that gave consumers an emotional connection to the brand, as well as highlighting their superior product features. Using optimised, contextual content, we expanded beyond the emotional messaging of the TV ad, for a highly effective campaign.

In 2019, Booking.com needed to reinforce its category leadership across EMEA. Perceived lack of differentiation between online travel agents had started to hinder further business growth. Our challenge was to create meaningful (emotional) differentiation for Booking.com, to move them beyond a faceless online travel agent, to a brand that understands travellers.

We created a set of 6 films showing six real human moments of travel, tapping into emotions like joy, freedom and wonder. As content lead, I was able to:

• Combine emotional storytelling with rational product benefits for targeted social content, including a huge suite of 6s bumpers, with contextual messaging to focus on different audience groups, trip/accommodation types, and product RTBs, flexed to business needs

• Create assets optimised for every channel, capturing bespoke shots on the TVC shoot with a social B unit