Over the past seven years I was part of the Global Brand and Marketing Communications teams for Booking.com.
I worked on many creative campaigns, sponsorship productions, internal communications, localizations of content, social campaigns and helping establish a new design system for the brand.
Creative direction + Campaign supportSuperBowl 2023
For Super Bowl 2023, we teamed up with the hilarious, amazing Melissa McCarthy to bring our 'Booking is half the fun' platform to life.
We supported the campaign through creative concept and direction, messaging and visual direction framework that would guide product, digital and social integration of the campaign.
Melissa is hilarious.
It was a long process of creative development with our US agency partner Zulu, Alpha, Kilo. After weeks of pre-production to iron out every detail before the shoot… the shoot… followed by weeks of post-production, retouching, approvals, creative development for each of our channels.
We developed a production guideline with an asset depository to help extend the campaign seamlessly across product, digital and social.
Working with a celebrity is fun but also challenging. Melissa’s team is also very stringent when it comes to her image, authenticity and her retouching. In the end, after hundreds of pages and a million creative executions, it become an award-winning campaign. Booking.yeah!
View all the work
Melissa picked her own wardrobe and it was pure magic!
Creative + Campaign supportICC Men’s T20
World Cup
In 2022, we developed the ICC campaign featuring Pat Cummings, Jos Butler and Suresh Raina, starting in Australia and extending to UK and India.
This campaign started with a brand sponsorship guideline and included print, digital and out-of-home production. Content was developed for the Australian market, and then localized for UK and India markets. We also wrapped a tram, that was fun.
Creative + ProductionMarketing communications
As part of the Booking.com team, we developed a variety of marketing communications, internal and external, while maintaining consistency and harmony within our brand system as well as prioritizing innovation.
As a design lead, I oversaw the collaboration between various teams in-house and external agencies and production companies. Ensuring seamless coordination, from concept development to execution and assets delivery, together we created compelling and impactful campaigns.
View a sample of the work
Brand work
As part of the Booking.com Global Brand team, we always work on safeguarding and refining our brand identity. From brand architecture, redefining our brand essence and positioning, shaping the ecosystem of our brand expressions to eventually developing a design system to ease and streamline our campaigns and creative production.
This process of redefining our brand guideline took well over two years, diving into all of the brand’s expressions over multiple channels and establishing a consistent set of components that would then easilty translate into consistent and memorable customer experience.
We worked with our product and marketing teams to standardize the needs of each group and define our core ingredients.
UX/UI designProduct adaptations
Being an international company, product adaptations and content localization are a standard need for our tv commercials and digital campaigns. We standardized the development of creative and our product placement for screen and digital.
Creative + ProductionEvents and sponsorships
For Booking.com events and sponsorships are each a mini branding exercise as they are outfitted with a production system to carry out the proposed vision and extend it to all the key expressions: space design, creative, presentations, event production, merchandising and gifts, digital and social components.
BAM was Booking.com largest employee appreciation event, hosting about 8,000 visitors, out of which over 5,000 traveling from abroad. Days were filled with presentations, lectures, workshops and parties.
A big portion of Booking.com’s exposure is event sponsorships. We constantly build guidelines around logo lock-ups, usage and visual expression. Mostly, assets need to be adapted for each country, event and placement opportunities.
