The recently launched #TravelProud initiative from Booking.com invites everyone to feel at ease when searching and booking their next trip. In a series of films, produced by Tag, the campaign shows how easy it is to find LGBTQ+ friendly accommodation on its site thanks to dedicated ‘rainbow suitcase’ badges for properties that are certified Proud.
Research from Booking.com found that 65% of people say they have to consider their safety and wellbeing as an LGBTQ+ traveller when picking a destination, with 57% indicating that traveling as an LGTBQ+ person impacts how they behave with their significant other when traveling together.
Lonneke Bertens, Tag’s senior producer, says: “The Travel Proud films were the start of Booking.com’s Proud Hospitality program, which supports accommodation partners to offer more inclusive and welcoming experiences for LGBTQ+ travellers – so it was great to be involved on the project, working closely on the edits with a client we have wanted to work with for a while. Especially around Gay Pride which is a prominent event in Amsterdam each year.”
The films are a warming mixture of indoor and outdoor shots, showcasing a diverse LGBTQ+ cast enjoying their trips and reminding us all about the joy of travelling. James Mortner, Tag’s flame artist says: “I loved working on a spot that truly showcases people’s experiences travelling, particularly after a long break from being able to leisure travel.”
The production looked to Spain, Portugal, and the Netherlands for its diverse cast. Interestingly, some of the final shots were captured from the window at Tag’s Dutch office, providing a peak at the view the team sees. A little help from colour grading and some subtle VFX helped the spot achieve its warm and inviting final look. “Luckily Booking.com had great weather for the pool scenes which made them a dream to grade. Clara Tägström [director] had some lovely references, particularly for the water and the yellow umbrellas, which looked wonderful in the light. We pushed a slight richness into the sky and the strong shadows on the bright tiles really make it feel like a hot day by the pool,” adds Jonny Tully, Tag’scolourist.
Since the initial campaign launch in the Netherlands, Germany, and the UK, the programme now encompasses partners in the United States, Canada, France, Australia, and New Zealand