Booking.com which applied for the new gTLD .Booking announced today a new advertising campaign wrapped around Booking.Yeah
Its the “first-ever brand campaign” for Booking.com.
Booking.com applied for the .booking new gTLD.
No one applied for .Yeah
It seems like a horrible move which will only serve to confuse the public on the new gTLD’s
We have chatted before about while Brands might led the charge of the use and adoption of new gTLD’s they might also led the confusion.
Booking.com is not helping its own new gTLD or the new gTLD’s program by branding around what looks like a new gTLD domain name that will never exist.
What will it do when it actually has the .booking extension run ads for yeah.booking?
Here is the announcement of the ad campaign:
“”Created for the U.S. market with advertising agency Wieden+Kennedy Amsterdam, the campaign will launch today online and in movie theatres and on TV networks across the country.
Travel and accommodation planning can be a gamble. U.S. travelers are oversupplied with choice and options and undersupplied with vacation time.
Getting it wrong can ruin it entirely.
But when you get it right, it feels absolutely incredible.
The campaign transforms the word “booking” from a simple transaction and company name into an adjective for the sheer, unbridled joy and satisfaction when you open the door to your accommodation and know you‟ve got it right. It is an adjective for those moments of delight that Booking.com uniquely delivers to its customers.
W+K Executive Creative Director Mark Bernath comments, “The accommodation sets the tone for the trip. When it’s wrong, the trip can never be what you’ve imagined. But when it’s right, you have won. You will sleep amazingly well. You will be funnier and more charming. And those who have entrusted you with the booking will consider you to have superhuman decision-making powers. You are a booking genius.”
The „Booking.yeah‟ campaign will launch with a 60 second film carrying the same title, which will air online and across the U.S. on TV networks and in movie theatres. The „Booking.yeah‟ film will be followed by a further series of films (both 30 and 15 seconds); all directed by the infamous collective Traktor – with each individual narrative extoling the delight of right in a different fashion.
The films will be complemented by a range of online and experiential activations, providing further consumer engagement through a series of elaborations on the “Delight of Right”.