It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.
In 2022, Booking.com showed up at the Super Bowl for the first time with a spot starring Idris Elba. It booked a second ticket to the Big Game in 2023, making a comeback with actress and producer Melissa McCarthy.
For Natalie Wills, vp of brand at Booking.com, these star-studded multi-channel campaigns are emblematic of how the travel giant is increasingly walking the line between brand building and performance marketing.
“Historically, we’ve been quite a performance-led organization, but in the last couple of years, we’ve really been delving into brand,” she explained during a panel hosted by Adweek at Social