Booking.com’s new creative features characters from The Muppets and will debut live during the fourth quarter of Super Bowl LIX on Sunday, Feb. 9.
“We’ve seen that humor and relatability resonate strongly,” says Arjan Dijk, senior vice president and chief marketing officer at Booking.com. “(The Muppets’) universal appeal makes the campaign feel fresh yet familiar.”
Each character has a distinct personality and travel style, just like real travelers, the brand says. Whether it’s Miss Piggy booking a luxury resort or Statler and Waldorf taking advantage of free cancellation, they humorously showcase how Booking.com helps travelers.
Dijk says by blending nostalgia, modern storytelling and playful imagination, Booking.com aims to inspire viewers during one of the year’s biggest cultural moments and to help people plan their next trip with “confidence and excitement.”
In 2023, agency partner Zulu Alpha Kilo created the first ad by an indie Canadian shop to air during the Super Bowl. The Strategy Award-winning spot, “Booking is Half the Fun,” featured Bridesmaids star Melissa McCarthy
Booking.com’s ad campaigns have helped build strong brand momentum in the U.S., with last year’s ad becoming the most-viewed Super Bowl spot on YouTube, Dijk says. “This success reinforced our approach of using humor and pop culture to connect with audiences.”
Dijk adds that the campaign’s tag, “Find exactly what you’re booking for,” amplifies Booking.com’s message of ease, choice and value.
Zulu Alpha Kilo led the creative and Mindshare managed the media strategy and planning. The integrated campaign will run across TV (including prime time), streaming, online video, audio, paid social and owned channels.
It features the 30-second Big Game spot and a variety of 15-second spots, as well as creative assets that will run across social channels.
Booking.com’s latest campaign came amid the cross-border tariff rift between the U.S. and Canada, which experts say could alter travel plans. According to the U.S. Travel Association, it is expecting a potential 10% reduction in Canadians venturing south, which could mean 2.0 million fewer visits, a $2.1 billion in lost spending and 14,000 job losses.
