When Booking.com noticed that almost half of worldwide reservations made within 48h are booked on a mobile device (and in some markets over 50-percent), they saw that impulse travel was an opportunity for major growth.

Booking.com’s new app Booking Now would be the go-to destination for on-demand accommodation bookings; with just a few taps of the screen a user can discover and book the perfect hotel based on their individual pre-selected preferences and location within seconds.

CAMPAIGN OBJECTIVES: This campaign needed to demonstrate the immediate and precise nature of Booking Now, and drive downloads and room bookings in North America.

In a one-night roadblock across a TV premiere and NFL Championship weekend, we launched with four explanatory films directing people to download the app. These films were then seeded online and on mobile. Around major sporting and nightlife hubs, a contextual outdoor campaign encouraged people to download the Booking Now app and make a night of it. Via digital display, mobile video and social media, audiences were served timely messages and invited to download the app. Searching for gig tickets? Download Booking Now and tap-tap stay for the encore.

#1 travel app in US app store.

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