As brand experiences stretch across screens, platforms, and moments, the lines between campaign and content are blurring. For marketers and insights professionals, the challenge is no longer just about making a splash during the Super Bowl or going viral on TikTok. It’s about orchestrating a seamless brand experience that connects high-impact sponsorships, digital storytelling, and native content into one unified journey. Booking.com’s evolution provides a clear example of how to Be More Present across every touchpoint, from the world’s biggest stages to the everyday scroll.
“We use these moments to connect and to turn cultural relevance into business impact, driving traffic to our platform and value to our travellers and travel providers.”
Kantar’s latest analysis confirms that ads with celebrities delivered higher ROI than those without them for the second year in a row ($9.4M vs. $6.7M in 2024). Booking.com’s success lies in using talent like Tina Fey and The Muppets not as gimmicks, but as authentic extensions of the brand’s personality: fun, helpful, and human.
“Whether someone sees The Muppets in a national campaign or a destination tip on Instagram, we want that experience to feel unmistakably Booking.com. Behind the scenes, our teams collaborate closely across media, product, and creative to make sure we’re telling one connected story that travellers can trust.”
This seamless integration is not just about reach; it’s about resonating with your audience. Kantar’s Creative Effectiveness Awards highlight that the most effective campaigns are those that connect with audiences through shared experiences, tapping into major cultural moments and embedding brands in cultural memory.
Kantar’s analysis of Super Bowl and awardwinning campaigns reinforces this approach:
- Humour is a proven driver of attention and memory, especially when it reflects a brand’s own voice rather than borrowed jokes.
- AI is emerging as a creative tool, not just a topic. Brands like ChatGPT and Google Gemini used AI to tell stories that felt human and helpful, an approach Booking.com is already exploring through personalisation and GenAI.
- Celebrity use is most effective when integrated into the storyline and aligned with brand values, not just for name recognition.
Kantar’s data highlights that brands with a clear point of view, those that act more like advocates than institutions, stand out in a crowded field. Booking.com’s distinctive tone of voice, grounded in helpfulness and humour, positions it well for this cultural moment.
“Our mission is to make it easier for everyone to experience the world. That clarity of purpose is what allows us to stay consistent even as we scale across new channels, markets, and technologies.”
This article is part of an exclusive series inspired by an interview with Ben Harrel, Managing Director US at Booking.com. Want to explore the full story? Download your free booklet here.
The power of presence: From mass moments to micro-engagements
Booking.com’s journey to becoming a global power brand has been marked by a relentless focus on being present wherever travellers are, whether that’s in the living room during the Super Bowl, courtside at the WNBA, or in the palm of a hand on Instagram or TikTok. As highlighted in the Kantar Blueprint for Brand Growth, being more present is about more than just visibility; it’s about intentional, consistent presence that converts predisposition into brand choice.Super Bowl: The ultimate brand stage
The Super Bowl remains the gold standard for mass reach, and Booking.com’s 2025 campaign ‘Ridiculously Right’ was one of the Top 10 Super Bowl performers of the year, scoring high across all three key metrics: impact, enjoyment, and brand power. This performance reflects a broader trend: ads that deliver humour and brand relevance, without over-relying on celebrity cameos, are increasingly outperforming those that don’t.“We use these moments to connect and to turn cultural relevance into business impact, driving traffic to our platform and value to our travellers and travel providers.”
Kantar’s latest analysis confirms that ads with celebrities delivered higher ROI than those without them for the second year in a row ($9.4M vs. $6.7M in 2024). Booking.com’s success lies in using talent like Tina Fey and The Muppets not as gimmicks, but as authentic extensions of the brand’s personality: fun, helpful, and human.
Cross-channel storytelling: Consistency meets connectedness
Booking.com’s approach exemplifies Kantar’s own call for consistency and connectedness. The brand’s presence at major events like UEFA and WNBA, serves as a launchpad for cross-channel storytelling that extends far beyond the event itself. Campaigns are amplified across digital platforms, with native content tailored for TikTok, Instagram, and YouTube, ensuring that the brand’s message feels both familiar and fresh, no matter where it’s encountered.“Whether someone sees The Muppets in a national campaign or a destination tip on Instagram, we want that experience to feel unmistakably Booking.com. Behind the scenes, our teams collaborate closely across media, product, and creative to make sure we’re telling one connected story that travellers can trust.”
This seamless integration is not just about reach; it’s about resonating with your audience. Kantar’s Creative Effectiveness Awards highlight that the most effective campaigns are those that connect with audiences through shared experiences, tapping into major cultural moments and embedding brands in cultural memory.
Native content: Meeting audiences where they are
As consumer attention fragments, native content strategies become essential. Booking.com’s digital playbook leans into platform-specific storytelling, using humour, relatability, and cultural relevance to drive engagement. The brand’s TikTok campaigns, for example, have embraced the occasionally odd and whimsical side of travel, resulting in Booking.com seeing a 400% increase in consumer engagement since 2021.Kantar’s analysis of Super Bowl and awardwinning campaigns reinforces this approach:
- Humour is a proven driver of attention and memory, especially when it reflects a brand’s own voice rather than borrowed jokes.
- AI is emerging as a creative tool, not just a topic. Brands like ChatGPT and Google Gemini used AI to tell stories that felt human and helpful, an approach Booking.com is already exploring through personalisation and GenAI.
- Celebrity use is most effective when integrated into the storyline and aligned with brand values, not just for name recognition.
Seamless doesn’t mean safe
While consistency is critical, it doesn’t mean playing it safe. The most effective brands are those that take creative risks while staying true to their core. Booking.com’s collaborations with Tina Fey, The Muppets, and its various sports partnerships, including with Major League Baseball, UEFA, and most recently the WNBA, show a willingness to experiment with tone, talent, and timing without losing sight of the brand’s promise: making travel easier.Kantar’s data highlights that brands with a clear point of view, those that act more like advocates than institutions, stand out in a crowded field. Booking.com’s distinctive tone of voice, grounded in helpfulness and humour, positions it well for this cultural moment.
From scroll to stay
In a world where attention is fleeting and brand loyalty is hard-won, Booking.com’s strategy offers a great example for marketers looking to build seamless, effective brand experiences. It’s not about choosing between Super Bowl or scroll, it’s about connecting the two. From mass moments to microinteractions, the brands that win will be those that show up consistently, creatively, and contextually, wherever their audience is.“Our mission is to make it easier for everyone to experience the world. That clarity of purpose is what allows us to stay consistent even as we scale across new channels, markets, and technologies.”
This article is part of an exclusive series inspired by an interview with Ben Harrel, Managing Director US at Booking.com. Want to explore the full story? Download your free booklet here.
