Launched ahead of the start of the ICC Men’s T20 World Cup 2022, digital travel company Booking.com’s ‘Unforgettable Experiences Start With A Booking’ campaign was fronted by host country Australia’s fast bowling legend and brand ambassador Pat Cumins.
The campaign aims to showcase that whether at a world class sporting event, a cricket match in your home country, or a once-in-a-lifetime overnight stay in a premium suite in the stadium during a final match, ‘unforgettable travel experiences start with a booking’.
The integrated activation, which was developed for the tournament’s ‘official accommodation partner’ by agency Adam&EveDDB London, ran from October to November through the tournament across digital, PR, radio and TV channels.
The campaign was spearheaded by a hero TV spot titled ‘It Starts With A Booking’ which dropped on 12 October and which featured a son make a booking with his father over a shared love of cricket which results in a series of unforgettable experiences.
The hero commercial also asked viewers to engage and interact with the brand and its campaign by sharing whether they ‘prefer to play hallway cricket, beach cricket or backyard cricket’, to visit the brand’s website at https://www.booking.com/ and also to subscribe to Booking.com’s social channels.
The campaign also includes a competition to win an exclusive suite and overnight VIP experience at the final at the MCG.
Aussies! Live like a cricket legend and stay the night at the world-renowned @MelbourneCricketGround for the @T20WorldCup Final on Sunday 13 November. Booking available Friday 28 October at 9:00am AEST for just $30.00 set your alarms. ⏰ #T20WorldCup pic.twitter.com/QrRfhef4Wc
— Booking.com (@bookingcom) October 25, 2022
The sponsorship activation aims to bring to life Booking.com’s mission ‘to make it easier for everyone to experience the world’ and to ‘connect millions of travelers with memorable experiences and incredible places to stay – from homes to hotels, and so much more’.
The campaign was developed by creative agency adam&eveDDB and production company FAMILIA, with media by Mindshare Worldwide and PR by Red Havas.
“As an avid traveler and Booking.com user myself, I know from experience that unforgettable travel experiences start with a booking,” said former Aussie fast bowler Cummins. “I had a fantastic time working with the Booking.com team on this campaign and hope it will inspire Aussies to book their trips and absolutely enjoy the upcoming summer of sport now that it’s safe and open to travel again.”
Booking.com SVP and Chief Marketing Officer Arjan Dijk added: “We’re delighted to be celebrating one of the world’s biggest sports with the launch of our campaign that captures both the thrill of world-class competition and travel. The opportunity to experience the excitement of an international cricket tournament in person is a compelling reason to travel for millions of cricket fans around the world. As Australia prepares itself for a summer of sport and travel, we’re committed to making it easier for them make the most of their cricket-inspired travels, wherever that may take them – including rental cars, flights, great things to do and of course, unique places to stay of all kinds.”
Comment
Booking.com is the ‘Official Accommodation and Attractions Booking Partner’ for all ICC events: including the ICC Men’s T20 World Cup hosted across Australia from 16 October until 13 November. The company states that it has more than 28 million listings on Booking.com – the world’s widest selection of places to stay.
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