AMSTERDAM – October 18, 2013. Booking.com, Planet Earth’s #1 accommodation site, is giving fright-loving U.S. audiences what they want this Halloween with an advertising campaign so scary it will have viewers believing they are witnessing the next great horror film.
With the world’s largest variety of accommodations, Booking.com has exactly what customers are looking for – even haunted hotels. Highlighting seven of America’s most ghostly properties, the integrated campaign behaves just like a new movie release. Hitting those predisposed to frightening content, a scary TVC that feels just like a film trailer targets audiences during horror TV and cinema viewing experiences, while a partnership with Fandango aligns with online trailer searches and movie tickets purchases.
Created for the U.S. market with advertising agency Wieden+Kennedy Amsterdam, The Queen Anne Hotel in San Francisco, available on Booking.com, is the star of the campaign’s 60 and 30-second TVC spots. Originally built in 1890 as Miss Mary Lake’s School For Girls, the hotel is haunted by former headmistress, Miss Mary herself. Her ghost is still very much felt and seen in her suite, Room 410, where she has even be known to tuck travellers into bed. The hotel’s haunted tale is brought to life in the TVC with Miss Mary’s ghostly presence most definitely felt by one lone female guest.
Paul Hennessy, Booking.com’s Chief Marketing Officer comments, “We are committed to getting it right for our customers and with over 350,000 properties we are able to deliver exactly what they want, even if that is haunted hotels. Halloween presented the perfect opportunity to deliver this message in a way befitting of the holiday; however, despite the campaign’s scary approach, customers have nothing to be afraid of as Booking.com has whatever they are looking for.”
The Queen Anne is also depicted along with six other hotels1 in movie-style posters. Hand-painted by renowned movie-poster illustrator, Akiko Stehrenberger, the posters will feature in-situ in selected movie theater lobbies across the country from October 25.
An online partnership with Fandango further reflects the full movie-going experience by targeting online ticket purchasing and film trailer searches. From October 25 through to Halloween, Fandango will feature the 60-second Queen Anne trailer and showcase the haunted hotel movie posters in a special ‘House of Horrors’ section. In addition, the site will also boast a Booking.com Halloween skin, pre-rolls and ROS banners.
Lastly, from October 18 until Halloween customers all over the world will be able to search for haunted properties via the Booking.com destination finder to get into the spooky spirit of the holiday.
“From The Shining to Psycho, accommodations have played a key role in the cinematic history of horror. It was important for us that the work stay true to the genre and pay homage to the content and design that horror fans crave,” says W+K Executive Creative Director Mark Bernath. “It takes a really brave client to make a truly scary advertising campaign. One that I hope will be appreciated by a very specific audience who have already opted into having the daylights scared out of them.”
The 30-second Queen Anne Hotel spot launches on TV today, with the 60-second film airing in cinemas across the country from the 25; both running during targeted Halloween and Horror broadcast content until October 31. To find haunted properties and view the TVC and print visit: www.Booking.com/haunted
BOOKING.COM HALLOWEEN CAMPAIGN CREDITS
CMO: Paul Hennessy
Brand Director: Cort Cunningham
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Directors: Zach Watkins, Gen Hoey
Art Director: Craig Williams
Copywriter: Zach Watkins
Head of Production: Erik Verheijen
Agency Producers: Elissa Singstock
Planner: Daisy Andrews
Group Account Director: Jordi Pont
Account Director: Courtney Trull
Account Manager: Alex Allcott
Art Buyer: Maud Klarenbeek
Digital Producer: Matthew Ravenhall
Project Manager: Jackie Barbour
Business Affairs: Justine Young
MEDIA BUY: WIEDEN+KENNEDY NEW YORK
PRODUCTION COMPANY: CONCRETE FILMS
Director: Mark Bernath
Director of Photography: Maxime Alexandre
Producer: Hani Salim
EDITING COMPANY: WIEDEN+KENNEDY
Editor: Julien Maingois
AUDIO POST: GRAND CENTRAL RECORDING STUDIOS
Sound Designer/Mixer: Raja Sehgal
SOUND DESIGN: GRAND CENTRAL RECORDING STUDIOS
Artist / Title: Raja Sehgal
POST PRODUCTION: MPC AMSTERDAM
Flame: Lise Prud-Homme
Telecine: George K
Producer: Gerben Molenaar
Illustrator: Akiko Stehrenberger
Agent: H Represents – Helene Polverelli
Booking.com is the world leader in booking hotel and other accommodations online. It guarantees the best prices for any type of property – from small independents to five-star luxury. Guests can access the Booking.com website anytime, anywhere from their desktops, mobile phones and tablet devices, and they don’t pay booking fees – ever. The Booking.com website is available in 41 languages, offers over 350,000 hotels and accommodations in 185 countries, features over 24 million reviews written by guests after their stay, and attracts online visitors from both leisure and business markets around the globe. With over 16 years of experience and a team of over 6,000 dedicated employees in 110+ offices worldwide, Booking.com operates its own in-house customer service team, which is available 24/7 to assist guests in their native languages and ensure an exceptional customer experience. Established in 1996, Booking.com B.V. owns and operates Booking.com™, and is part of the Priceline Group (NASDAQ: PCLN). Follow us on Twitter, Google+, Pinterest, like us on Facebook, or learn more at http://www.booking.com.
About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers. Founded in 1992, the Amsterdam office is a truly international agency purposefully built to produce global and pan-European campaigns. Clients include Heineken, Coca-Cola, Booking.com, GE, Nike, Powerade, Electronic Arts, Women Win and EYE Film Institute.