10.000 Booking.com employees, spread over 175 offices worldwide, pledged to commit one day a year to improving their city or country. The goal: influence the impact of tourism on the local community in a positive way. That’s the challenge and ambition of Booking.com. But how do you activate 10,000 employees to use this opportunity to make an impact on the world? That is what we set out to help Booking.com with.
10.000 people- 10.000 days to make a difference
We developed an activation campaign for Booking.com with a new visual style and the concept ‘10.000 people, 10.000 days to make a difference’. By creating the Cares Challenge we not only encouraged the employees to participate, but also to start their own initiatives.
Online and offline
Offline we executed a poster and sticker campaign with inspiring Booking Cares quotes and small guerrilla actions popping up in offices all over the world. For the online activation we developed weekly social content and a toolkit inspiring colleagues to participate in the challenge. Also the Booking Cares Facebook page was intensively used to show employees ads evolving around projects that are realized worldwide and the video we created. In doing so, Booking.com was able to reach its employees also outside of the office, around the globe, and in a sociable manner.
Caring, a travellers' gallery
During an 10.000+ employee event held at the RAI event center in Amsterdam- Limelights created a ‘Booking Cares’ pop-up gallery. Employees had the opportunity to share their sustainable message with colleagues in an exciting way. The images and messages are used for internal mini-campaigns throughout the year.