Wieden+Kennedy Tokyo celebrates explorers in first-ever campaign in Japan for Booking.com
Booking.com has big ambitions in Japan. To kick off its first-ever brand campaign in Japan, Booking.com debuted the TVC, “Here’s to the Explorers,” as a part of a new integrated brand campaign from Wieden+Kennedy Tokyo.
The travel model in Japan is changing, and there is a new breed of traveler. They are no longer satisfied taking someone else’s holiday. They don’t need someone to tell them where to go or what to do. They know what they want, and they want a holiday just as unique as themselves. For them, accommodation is not just a place to rest your head. It’s where the journey starts, and where amazing experiences begin. They are explorers. And with more than 700,000 properties, Booking.com can help them find the perfect basecamp for their adventure.
Booking.com launched the campaign with a 60-second, 30-second and 15-second TVC. The 60-second spot features three different types of explorers: a salary man who is tired of the drudgery of the office, a group of city girls who are exasperated with urban life, and a family who desperately needs a break from their routine. Using Booking.com, they all find the perfect place to escape. The salary man escapes to a tropical meditation retreat to find himself. The city girls get back to nature at a traditional gassho-zukuri house in a secluded mountain valley. And the family finds peace, quiet and togetherness at a kid-friendly beach resort. Each story proves that life is a lot more exciting when you find the perfect base camp for your adventure with Booking.com.
The spot is live across Japan. Booking.com will also leverage the campaign through online media, such as Yahoo!Japan and MSN, its official social accounts (Facebook, Instagram/@bookingcom_jp, Twitter/ @bookingcom_jp), and will launch the second part of the campaign later this autumn, including a social media campaign and out-of-home in partnership with media agency Mindshare.