Our Campaign research
Target Market: Office Workers across Australia
Booking.com, recently rated the number one booking website (Canstar), made it very clear the key objective of their campaign was to “defend this position and take advantage” in 2015 by growing in-market awareness.
It was also made clear, that the use of office media was to compliment Booking.com’s strong consumer story across the platforms of TV and online.
The campaign effectively utilised the ECN network in a way that took advantage of our digital network capabilities via:
1) Using a sponsorship of ECN’s live weather feed [provided by content partner Sky News] to deliver dynamically targeted creative triggered by time, day and weather forecasts.
2) Repurposing TVC’s to display purpose built creative messaging in parallel with TV and online activity.
With 53% our audience researching leisure travel online at work 44% booking their leisure travel online at work (Travel@work:June 2014), we reached Booking.com’s key consumer with a memorable message at the ideal moment.