Booking.com Launches First Canadian Brand Campaign

TORONTO – January 22, 2014 – Canada is one of the world’s most robust travel markets, which is why Booking.com, the world’s No. 1 accommodation site, is making it a priority market.

The company is embarking on a major national brand launch promising to deliver Canadians the “delight of right” — the moment when you open the door and see that your accommodation is exactly right. With most Canadians intending to spend nearly 31 days of 2014 on vacation, as revealed by Booking.com’s latest customer survey, there is a lot of planning involved. The pressure to get it exactly right is immense.

“Canadians are prolific travellers who take vacations very seriously – they travel longer, farther and spend more than most around the world. Their delight stems from getting the best out of every travel decision they make, which is why I’m so proud that we’re launching a big push to really connect with the Canadian market,” says Hope, BC native Darren Huston, CEO of Booking.com. “I know that Booking.com is a perfect match for the Canadian traveller because, as a company, we are completely caught up in the delight that comes from finding the perfect accommodation, every time. That means understanding what delight means for our customers and consistently delivering on that, all day, all night, from anywhere in the world.”  

Booking.yeah, the company’s first-ever brand campaign in Canada, reinforces the company’s “delight of right” message. It is rolling out across most major broadcast media networks in Canada starting today. The campaign transforms the word “booking” from a simple transaction and company name into an adjective for the sheer, unbridled joy and satisfaction that Booking.com uniquely delivers to its customers.

Paul Hennessy, Booking.com Chief Marketing Officer, says, “We looked into consumer travel insights globally and we found that the accommodation really sets the tone for the trip. When it's wrong, the trip starts off on a bad note that is so difficult to recover from. But when it's right, it casts a rosy glow on the entire experience. Everything is more fun, more relaxing, and more memorable. What’s fantastic about the concept of “delight of right” is that everyone’s delight is different. As local insights continue to define the concept, the campaign will continue to evolve.”

The company believes its lowest-price guarantee, staggering array of more than 414,000 properties in 193 countries, over 24 million verified and unedited guest reviews, and superior customer service in 41 languages resonate well with Canadians as it allows them to rest easy knowing that they are making the best possible choice for their accommodation. If they change their mind, Booking.com offers free 24-hour cancellations.

Click here to view and link to the “Booking.yeah,” “Booking Right” and “Booking Genius” films created by Wieden+Kennedy Amsterdam.

Click here to download images from the “Booking.yeah” campaign in high resolution.