Booking.com's ad took out an entire page in the New York Times to offer a message of unity and togetherness ahead of the U.S election. Marketing during times of great unrest is a challenging task for brands, as many struggle to understand the rapidly changing consumer demands. This, coupled with the lack of traveling due to the pandemic makes for an even more challenging task for a travel brand looking to engage with its consumers.
Responding to what it thinks America needed to hear, Booking.com approached its campaign with empathy and compassion, opting to encourage unity. The one-page ad boasts the tagline "America is for everyone," and includes an accompanied hashtag, alongside a paragraph detailing the tumultuous year 2020 has been.
Unity-Encouraging Print Ads
Booking.com's Ad Says "America is for Everyone"
Trend Themes
1. Empathy-driven Advertising - Brands can take a compassionate approach to their advertising, using empathy to connect with customers during times of unrest.
2. Social Unity Messaging - Social unity messaging can help brands promote togetherness and inclusivity in their advertising campaigns.
3. Political-driven Marketing - Marketing campaigns that are in tune with the political moment can increase the relevance of a brand's message to consumers.
Industry Implications
1. Travel & Hospitality - Brands in the travel and hospitality industry can benefit from a compassionate approach to their advertising during pandemic-related restrictions.
2. Media & Publishing - Media and publishing can take advantage of political moments to provide a platform for inclusive social unity messaging.
3. Consumer Goods - Consumer goods companies can incorporate empathy and social unity messaging into their advertising to increase brand relevance and customer loyalty during times of uncertainty.