Booking.com makes Canadian television debut

Booking.com made its Canadian television debut earlier this week with a brand campaign that centres on the “delight of right” — the moment you first see your accommodation and realize it’s everything you had hoped for, and maybe more. In the past, the Amsterdam-based accommodation booking site, has relied on word of mouth and direct […]

Booking.com made its Canadian television debut earlier this week with a brand campaign that centres on the “delight of right” — the moment you first see your accommodation and realize it’s everything you had hoped for, and maybe more.

In the past, the Amsterdam-based accommodation booking site, has relied on word of mouth and direct response marketing through sites such as Google and Trip Advisor to promote its brand, Booking.com CEO Darren Huston told Marketing.

Despite having a “pretty strong usage” in Canada, Huston said the brand campaign is an attempt to tell the Booking.com story. He wouldn’t disclose how many of the sites overall users are from Canada, but said it’s “in the millions.”

“We’re here, but under the radar,” he said of the decision to launch a brand campaign in Canada, which was developed by its creative agency Wieden+Kennedy Amsterdam.

The creative was introduced a year ago in the U.S., and in Australia last fall, and tested with Canadian consumers before this week’s launch. “Our strategy right now is single creative,” he said” “We’ve done a ton of tests with Canadian focus groups and they really like the creative and resonate with it.”

The voiceover was tweaked slightly in the Australian market, “but Canadians like the American voiceover so we’re going to try that and see where it goes from there,” said Huston. Booking.com brought new ideas to the table, but Huston said the Canadian focus group preferred the creative out of the U.S.

Brands Articles

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season