Time Out, the global multimedia recommendation platform, has partnered with Booking.com to launch a fully integrated native advertising campaign. The six-week partnership encourages travelers to act on their wanderlust and make spontaneous bookings through the newly launched Booking.com mobile app.
The multi-platform, multi-city campaign has dedicated hashtag #WingIt and is designed to give users the tools for on-demand travel and discovery of the best city experiences.
The campaign spans digital, social, mobile and print and will feature more than 20 TimeOut.com cities across the US and UK including New York, Los Angeles, Chicago, London and Manchester. Dedicated digital hubs will house a variety of inspirational content, including travel tips, competitions and destination reviews.
The campaign also spotlights US and UK bloggers and Instagrammers, such as designer/photographer Nathan Michael, Kelly Rizzo of Eat Travel Rock and Sheryl Luke of Walk in Wonderland, who will travel at a moment’s notice using the Booking.com app and will refer Time Out to navigate their destination cities.
Time Out readers also can take part in a competition called Guess the Destination, where a series of clues about an undisclosed Time Out city will need to be answered in order to win a trip. With the theme of spontaneity, winners must be willing to travel the following week, with complimentary arrangements made through Booking.com.
The print execution includes a multi-page Booking.com cover wrap in the New York and London magazines, followed by branded editorial features focusing on travel and accommodation bookings made easy.
“As a great source for inspiration and recommendations, Time Out was our first choice for this campaign,” said Pepijn Rijvers, CMO, Booking.com. “With our newly launched mobile app, Booking.com meets the needs of impulse-driven travelers, enables mobile-first travel bookings and supports a thrill-seeking audience. We know Time Outers seek new experiences in their own cities as well as new destinations and constantly share news and suggestions with their peers. Time Out’s adventure-seeking audience is fully aligned with Booking.com’s target demographic and the sheer breadth of compelling, quality content is perfectly positioned to help drive spontaneous trips and bookings through the Booking Now app.”
“The Summer of Spontaneity campaign with Booking.com represents a fully integrated print, digital and native campaign, and features a stellar line up of bloggers from across North America,” said Chris Lauder, Senior Director of Creative Solutions at Time Out North America. This is a great example of what Time Out is focused on for 2015 and demonstrates the creativity and engagement that our hard to reach audience demands. We’re delighted that being part of a global multimedia business means we can work with our colleagues in London to execute a multi-territory partnership on this scale.”
With a main focus on Time Out New York and Time Out London, the campaign highlights Time Out’s recent global expansion, now with 31 US properties including Boston, San Francisco, Washington D.C. and Austin, as well as UK cities such as Glasgow, Edinburgh and Manchester.
The six-figure campaign follows Time Out New York’s move to a free weekly publication in April 2015.
Users will be able to track all updates, online competitions and social posts from the campaign in one dedicated hub: www.timeout.com/bookingyeah.
The Booking.com campaign will be live on Time Out websites in the US (New York, Los Angeles, Chicago, San Francisco, Boston, Washington, Dallas, Seattle, Miami, Atlanta, Orlando, Houston, Denver, Portland and Phoenix) and the UK (London, Edinburgh, Glasgow, Leeds, Manchester, Birmingham and Bristol).