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How to WING IT this summer

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Wieden+Kennedy Amsterdam has teamed up with AKQA London to get people out and about for the holidays in a new integrated campaign for Booking.com, the online travel agency. The campaign encourages spontaneity, with Booking.com urging people to get out there and make the most of this all-too short summer season by “Winging everything.” Except for their accommodation of course. The campaign, which includes film, print, OOH, radio, digital and social activity, all tied to the #wingit hashtag, is all about the exhilarating moment when you decide to pack your bags, run out the door and book your accommodation after you’ve already hit the road.

Wieden+Kennedy Amsterdam has teamed up with AKQA London in a new integrated campaign for Booking.com

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The backbone of the uplifting Booking.com campaign is an online film which celebrates the sense of freedom and exhilaration of tossing your plans to the wind and winging it. The 30 second spot (below) features on the campaign’s online hub, on it's YouTube channel, and will hit national TV over the summer. Tightly edited to a dynamic drum solo (we were reminded more than a little of “Whiplash”), the film takes viewers on a journey from decision to destination, wrong ways, flat tires, frustration and all. Six-second micro cuts of the film also introduce the spontaneous summer message in a more abstract manner, and will air on the brand’s social media channels. The campaign’s message is further communicated via distinct visual imagery that will be featured in OOH, magazine cover-wraps, print and inflight placements.

Wing Everything

With users driven from social and digital activations, the online Wing It hub is a place where visitors can start their own spontaneous journey. Created by AKQA London, the hub allows users to input interests and information to “Wing their way to a spontaneous destination.” Populated with curated content from real users, international travel influencers and the brand’s social channels, the hub is planned to organically grow and update throughout the campaign period. Travel vlogger Louis Cole is already featured on the hun, and will be uploading a series of films and posts throughout the campaign. Cole, who will also be interacting with his and Booking.com's fan base in real time via Twitter, exemplifies the spontaneous traveler, having been effectively winging it on the road in a series of popular online videos since 2011.

AKQA London have created an online Wing It hub, where visitors can input interests and information to “Wing their way to a spontaneous destination”

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Pepijn Rijvers, Booking.com’s chief marketing officer, said: “Technology has revolutionised the way that we travel. With our current mobile apps and websites we can facilitate those wanting to wing it and be more spontaneous. With our products, we’ll make sure you’ll always find the perfect place to stay, wherever you end up. Exactly why Booking.com is the must have app for every savvy traveller this summer.” Wieden+Kennedy Amsterdam creative director, Sean Condon, added: “We’re very proud of this campaign. Although it’s somewhat of an executional departure from previous work, it has Booking.com’s typical energy, spirit and boldness. It also has a very distinct point of view on summer, a theme that all too easily dissolves into cliché.” The Wing It campaign is live across the US and UK now, with additional markets due to roll out in the coming weeks.

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