Booking.com launches new 'Booking right' ad campaign

The OTA’s new advert, entitled “Booking Right”, follows a booking.com customer who has been dubbed a “booking hero” for successfully using the website to choose the most suitable accommodation for them.

The new advert comes after booking.com’s previous campaign “Booking dot Yeah” was cleared by the Advertising Standards Authority (ASA) last month, despite more than 2,300 complaints that the repetition of the word “booking” suggested a swear word to viewers.

A TTG poll attracted more than 500 responses, with 63% saying they found the ad offensive.

The Booking Right campaign includes four 30-second TV and online adverts, backed up by a digital strategy based around online films which match key Google search terms with accommodation available through the OTA.

Paul Hennessy, chief marketing officer at booking.com, said: “We know that the right accommodation is crucial for an unforgettable trip.

“Our new integrated brand campaign was inspired by our customers, drawing insights from a selection of our 43 million verified guest reviews.”