fast track: estratégias digitais booking.com

BRAND GROWTH.

2nd semester 2016

Oi! Me add, SDV, troco likes.

KILLS

Culture

Strategy

BrandMISSION

BE THE FAVOURITE ,MOST

TRUSTED AND RELEVANT

BRAND FOR TRAVELERS*.

LEISURE & BUSINESS*.

2016 Vision

Insight: If you’re not travelling right now, you’re reliving your last trip, getting annoyed and inspired by your friend’s current one, or planning your next. Travellers trade in stories, but B.com trades in accommodation.

● The future for Booking.com is to become the world’s leading travel brand – making the brand both famous and loved by turning the voice of the travel community into our voice, and their stories into our engine.

● That means leveraging the passion points that drive different communities to inspire them to make 2016 their best travel

year ever with Booking.com.

7

Our main challenge is to transform the travel

journey behaviour.

Stimulate desire to travel following your passions,

empower the sense of going beyond the already known

and / or cheapest options.

Travel Passion Revolution

God.

Content

is King.

But

CONTEXT IS

SHOWCASE HOW BOOKING.COM ENABLES SPORTS FANS TO

TRAVEL & FIND THEIR PERFECT ACCOMODATION.

WHOEVER YOU ARE, WHATEVER YOU SEEK,

IT ALL STARTS WITH

Storydoing

From

STORYTELLING

To

TEST, TRACK, LEARN, AND SCALE

SCALABLE CONTENT BY PLATFORM

PRODUCT LEADERSHIP

INSPIRE THE COMMUNITY

THROUGH THEIR STORIES

OUR FUTURE THROUGH SOCIAL

TEST, TRACK, LEARN, AND SCALE

SCALABLE CONTENT BY PLATFORM

PRODUCT LEADERSHIP

INSPIRE THE COMMUNITY

THROUGH THEIR STORIES

1

8

UPPER FUNNEL +

DIGITAL BRAND

MissionInspire users who don’t know where to go to find the perfect experience

Why is this important?Change the brand perception (Brand metrics)

Capture new traffic/demand (Upper funnel + performance metrics)

SCOPE PASSION CAMPAIGN

Kick started the ability to

search for passions

o Over 1400 new awesome pictures

o Over 2500 pieces of inspiring copy translated

o Completely revamped Destination Finder templates

o A search engine for passions

o New entry points to destination finder

AND NOW WE HAVE PASSION SEARCH

Network

From

DIGITAL

To

CONSUMER JOURNEY

DESTINATION FINDER

INTEREST PAGES

TVC PASSIONS

DIGITAL VIDEO

PASSIONS

SOCIALSHORT FILMS

PROGRAMMATIC

BANNERS

BRANDED SEARCH

DIRECT VISITS

Mobile Display

(incl programm)

SEARCH

INFLUENCER CONTENT

CLICK THROUGH TO DF

LONG-TAIL SEARCH

BRANDED AND OVERALL SEARCH

HOME PAGE TESTS

- SEARCH BOX LANGUAGE - TILE DRIVING INTEREST SEARCH- TILE DRIVING TO DESTINATION FINDER

INTEREST PAGES

- BOOKING.COM INTEREST PAGES- SPORTS PAGE- FOODS PAGE- CULTURE PAGE

OPTIMIZEDDESTINATION

FINDERLanding page

CLICK THROUGH TO DF

CLICK THROUGH TO DF

CLICK THROUGH TO INTEREST PAGES

CLICK THROUGH TO DF

CLICK THROUGH TO DF

BOOKING.COM

Samples of Digital Brand in play

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Brand Leadership - Innovation Social Hijack Social Content – Hyper local

Testing VR space for travel Leverage the hype around the draw Create content that

leverages this tactical high-heat moment to drive traffic

Programmatic Media – Interactive banners by clusters

Surfing

Hiking

Beaches

Nature

Cycling

People

From

USERS

CONSUMERS

PUBLIC

To