Dive summary:
- Booking.com, an Amsterdam based unit of Priceline.com that books lodging internationally, is trying to gain ground in the competitive US market by launching a new ad campaign.
- The new Booking.com ad campaigns focuses on the emotions of seeing a room booked online in person for the first time and the feeling of elation when the traveler is pleased with the results.
- Also being utilized in the ad campaign is the marketing tactic, nameonics, as the series of ads attempts to create the buzz word "Booking-dot-yeah."
From the article:
"The narrator encourages travelers to “bask in the Booking glory” and concludes: “Booking.com. Booking.yeah”; he pronounces the latter “Booking-dot-yeah.” The phrase “Booking.yeah” appears on screen along with the theme of the campaign, “Planet earth’s No. 1 accommodation site.”
Using the brand name as an adjective and rendering it as “Booking.yeah” is an example of a marketing tactic known as nameonics, which ties a brand name to a product quality or benefit. Other examples include “Zestfully clean,” for Zest soap; “Krogering,” for the Kroger supermarket chain; and, in a campaign created last summer by Wieden & Kennedy Amsterdam, “Power through,” for Powerade sports beverages."
