Global to local destination production
The Client
Booking.com is an online travel agency for lodging reservations and other travel products. The website has over 28 million listings and is available in 43 languages. They are major players in the travel and hospitality industry and rely heavily on video to sell sweet escapes. The super star brand requires hundreds of videos to be produced all over the globe with consistency, creativity and brand guardianship.
The Brief
Booking.com wanted to create 4 informative videos that captured the essence of New York heritage. The videos needed to capture New York’s gritty comedy scene, Madison Square Garden, baseball and Lincoln Centre.
The videos had to have a fast-paced style and be a cacophony of everything New York has to offer. Within the dynamic elements, swagger and authenticity was a must have. Each video had to be distinct in what they were offering but be connected with theme and tone.
Check out the mood board we created below.
The Result
New York is a notorious melting pot of cultures, sights, sounds, smells, to best represent the city we used a variety of stills, public domain, stock and live action footage we shot. The aerial stock footage gave the audience a birds eye of size and impressive architecture of New York and these locations added a more dynamic structure to the videos. We also had the idea to add voice overs with a colloquial and informal tone, a New York native, so audiences could hear a genuine and authentic story.
Wooshii worked with their internal marketing teams to create and A/B test video content in different regions around the globe. The result was an increase in the brand’s ROI by reducing wasted ad spend, setting them up with a collection of down to earth videos that inspire travellers and drive action.
