Over the past six years I was part of the Global Brand and Marketing Communications teams for Booking.com. I worked on many creative campaigns, sponsorship productions, internal communications, localizations of content, social campaigns and helping establish a new design system for the brand.
SuperBowl 2023 Campaign
For Super Bowl 2023, we teamed up with Melissa McCarthy to bring our 'Booking is half the fun' platform to life.
We supported the campaign through creative concept and direction (along with our agency Zulu Alpha Kilo), messaging and visual direction framework that would guide product, digital and social integration of the campaign.
The commercial won an AdBlitz award for most-viewed on Youtube. Yey!
ICC Men’s T20
World Cup
We supported the World Cup campaign with sponsorship logo lock-up and guidelines, print ads and a series of traditional and digital outdoor media, social and digital content.
Add to it, wrapping a tram in Australia from afar.
This campaign featured Pat Cummins, Jos Buttler and Suresh Raina as ambassadors for the three markets - Australia, UK and India. Content was localized for the Australian market, and then extended for the UK and India markets.
Marketing communications
At Booking.com Global Brand and Marketing communications, we collaborate extensively with creative teams and external agencies to produce compelling campaigns in all of their expressions. Across multiple channels, we don’t only prioritize innovation but also maintain consistency and harmony with the Booking brand.
Brand work
As part of the global brand team, we always work on safeguarding and refining our brand identity. I've actively participated in discussions and initiatives related to brand architecture, defining our brand essence, and shaping the ecosystem of our brand expressions. We worked on a series of guidelines since 2019, and eventually developed a design system that would help us streamline our product and marketing comms.
This process took well over two years, diving into all of the brand’s expressions and establishing a consistent set of components that would then translated into consistent and memorable customer experience.
We worked with our product and marketing teams to standardize the needs of each group and define our core ingredients.
Product adaptations
Product adaptations and localizations are oftentimes needed for our tv commercials and campaign adaptations to markets. We simplify our product user interface and interaction for a quicker read on screen. We developed a guide on how to systematically and consistently do that, so nothing is lost.
Events and sponsorships
Booking’s various events and sponsorships are each a mini branding exercise. Events are outfitted with a design system to carry out the proposed vision and extend it to all the key pieces – space design, marketing external and internal communications, presentations, event navigation system, social, merchandising and gifts.
BAM was Booking.com largest employee appreciation event, hosting about 8,000 visitors, out of which over 5,000 traveling from abroad. Days were filled with presentations, lectures, workshops and parties.
A big portion of Booking.com’s exposure is sponsorship. We constantly build guidelines around logo lock-ups, usage and visual expression. Mostly, assets need to be adapted for each country, event and placement opportunities.
