AMSTERDAM – JUNE 10, 2016 – Today Booking.com, the global leader in connecting travelers with the
widest choice of incredible places to stay, reveals its global summer campaign celebrating the glorious
eccentricities of passionate sports enthusiasts.
With upcoming sporting extravaganzas in France and Rio de Janeiro, this summer will see thousands of
fans and would-be sportsmen watching their heroes from afar. But with the right room, they can be in
the thick of the action and closer to their dreams than ever before. In celebration of these events and
the people that love sports, the campaign is the next chapter of the brand’s Passions creative platform,
which first launched in March and encourages people to live whatever passion they’re into. Because
whoever you are and whatever you are into, you can find your perfect accommodation with
Created by Wieden+Kennedy Amsterdam, the new integrated Passions campaign launches with 60-
second film 'Get in the Game', which celebrates the unbridled passion of those who travel to support
and experience their favorite sport. Two additional films, 'All the Way' and 'Win or Lose' (which will
launch in the coming weeks), explore the highs and lows of football fans on tour and demonstrates how
Booking.com supports travelers no matter a game’s outcome. The films will roll out globally on TV,
cinema and online, and are supported by digital, social and sponsorship strategies.
Sean Condon, W+K Amsterdam Creative Director, says: “When a savvy traveler wants to find the ideal
room for their sporting passion – whether it’s football, surfing, cycling or running – they need look no
further than Booking.com. Our spots bring that idea to life in typical Booking fashion – insightful humor,
inspiring travel moments and a few surprises.”
In addition to the global campaign launch, Booking.com today also announce legendary footballer
Thierry Henry as the company’s official ambassador for the 2016 Summer of Sports. Henry has a cameo
role in the new 'Get in the Game' TVC and will further collaborate with the brand on a number of
additional initiatives over the course of the summer, sharing his experiences and motivating everyone to
explore their passions through travel.
“We are so thrilled to be working with Thierry,” said Pepijn Rijvers, Chief Marketing Officer at
Booking.com. “Like sport, travel has a special power to transform lives. We want to spark people’s
imagination with possibilities they might not have considered before and Thierry is the perfect person to
help us amplify and deliver on that mission. Especially this summer with the buzz around such inclusive
and captivating sporting events, there are so many once-in- a-lifetime experiences just waiting to be had.
Whatever you’re interested in, pursue it, travel for it—the world is yours to discover.”
The campaign rolls out from today in the United Kingdom, Brazil, Germany, France, Italy, Spain, Poland
and Sweden, and in the coming months in Australia and Canada.
Fans can view the films on Booking.com’s YouTube channel now, and no matter what it is, anyone in the
world can search by the passion at https://www.booking.com/destinationfinder.en-gb.html
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