Campaign details
Brand: Booking.comBrand owner: Booking.comAgency: Mindshare ChinaCountry: ChinaIndustries: Travel agents, tour operatorsMedia channels: Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
As a new foreign brand in China, Booking.com faced fierce competition in the online travel agency category. Localisation in this unique market was its key challenge.
Targeting premium independent outbound travellers in China, Booking.com understands the importance and necessity of establishing emotional connections with this group. Based on our consumer insight analysis, this group values the opinions of social influencers.
However,...