Follow Your Passion Wherever it Takes You with W+K Tokyo's Booking.com Campaign

Booking.com this year follows smart, savvy travellers as they in turn, follow their passions to the perfect accommodations. To kick off its new integrated brand campaign, Booking.com today released the TVC, “Food Lovers,” created by Wieden+Kennedy Tokyo. The campaign includes two additional TVCs, in addition to multiple online films and unique social media content.

As both domestic and international LCCs grow in Japan, and new bullet train lines crisscross the countryside, it’s becoming easier to go anywhere, anytime you want. With the flood of travel guides and weekend travel programs, travel inspiration is saturating Japan. Independent travellers are the first to turn this inspiration into action. 

These smart, savvy travellers are constantly on the lookout for new experiences. They don’t want off-the-shelf, package vacations. Nor are they looking for heavy-handed advice from uniformed travel agents. They already know what they love. They are looking for a place to explore that passion — and the ideal accommodation to stay while they do it. Booking.com is here to help them find the perfect basecamp for their adventure.

The 30-second and 15-second launch TVC, “Food Lovers,” features two friends from Kyushu as they explore their love of food in and around Japan. They visit multiple accommodations, each with its own culinary speciality. By showing so many amazing accommodations, the spot illustrates the range and diversity of properties offered by Booking.com. By showing the two friends indulging their interests, the spot also lets travellers know whatever they want to do, Booking.com can help them find the perfect accommodation where they can do it.

Following the TV spot “Food Lovers”, the campaign will release two more TVCs focused on athletic activities and onsen (hot springs) later this season. Each features a different group of smart, savvy travellers, embarking on adventures to explore their unique passions. 

In addition to the TVC, a series of online films will also be launched. The film series entitled “What Would You Pack?” investigates what to bring for passion-specific trips using a time-lapse photography technique. The films give a little introduction to travellers’ passions and future journeys on Booking.com’s social channels. 

Another series of films on social media, “Talking Jizori (statue),” shows smart, savvy travellers at their accommodations posing like statues of famous explorers as they give insider tips about what they love. 

A final series of films entitled, “One Minute Weekends”, will follow recognisable hip-hop performers exploring their passions at additional accommodations in quick, punchy highlight videos in which they rap about their adventures. The first film of the series will launch late this summer, and the rest will follow throughout the year.