Booking.com

How can a European travel company win the US market?

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Make booking a vacation as much fun as taking one

Studies show that anticipating a vacation can be as fulfilling as actually taking one. But for most people, booking a trip is stressful. Juggling price comparisons, your family’s expectations, and the hundreds of travel apps is overwhelming. With its simple interface and breadth of accommodations, we wanted to reposition Booking.com from another travel algorithm, to a vacation fantasy generator. And there’s no better place for a big, American fantasy than the Super Bowl.

A big, flamboyant, musical vacation fantasy

To stand out in a crowded Super Bowl landscape, we wanted to do something big, bold, and a little weird. So, we hired Melissa McCarthy, wrote an original musical, and packed in as many destinations as humanly possible. Six months, nine wigs, five dogs, two cowboys and one lizard later, we had a two minute fever dream of a commercial…