Booking.com, the official ICC Cricket World Cup accommodation and attractions booking partner, have a launched a Johnnie Bairstow fronted campaign to promote its role in supporting travelling cricket fans that aims to enable them to make the most of their trip.
The initiative is led by an online spot, running across digital and social platforms, which sees England cricketer and Yorkshire wicketkeeper batsman Jonny Bairstow showcase Leeds – the city he calls home.
The ‘Destination Leeds’ video, rolled out ahead of the 21 June group game between England and Sri Lanka, sees Bairstow reveal his favourite places to go in Leeds, his proudest moments at Headingley and his eclectic pre-match ritual.
He singles out Manahatta, Headingley as the place to go for post match celebrations, Victoria Quarter for best for shopping and restaurants and Millennium Square which is hosting a fan zone.
Leveraging its status as the exclusive ‘Accommodation and Attractions Booking Partner’ for the ODI World Cup (and all ICC events), as well as its own campaign, Booking-com has a fully integrated branded presence at the tournament including pitch-side and stadium branding, as well as hospitality and ticketing (all part of its global sponsorship deal).
Comment:
It was in March 2019 that the ICC and Booking.com unveiled a new five-year global partnership which saw the e-commerce company become the exclusive ‘Accommodation and Attractions Booking Partner’ for all ICC events.
The tie-up includes all ICC events around the world: including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC Women’s and Men’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup in New Zealand in 2021, the ICC Men’s T20 World Cup in India in 2021, the ICC Women’s T20 World Cup in 2022 and the ICC Men’s Cricket World Cup in India in 2023.
The strategy behind the alliance is to empower people to experience the world and 28 million total reported listings in over 147,000 destinations worldwide, including everywhere ICC events are taking place.
Booking.com aims to use its offering to support and drive cricket-inspired travel experiences for fans across the globe.
At the time the deal was signed, ICC General Manager Commercial Campbell Jamieson said: “We welcome Booking.com, which is one of the world’s leading travel brands, into the international cricket community as a strategic global partner for the next five years. Together we want to make it easier than ever for cricket fans to travel to an ICC global event and ensure more of the world can enjoy this great game.”
While Pepijn Rijvers, Senior Vice President of Booking.com added: “The opportunity to experience the excitement of an international cricket tournament in person is a compelling reason to travel for millions of Booking.com customers around the world. With more than a billion fans globally, we’re delighted to be celebrating one of the world’s biggest sports together with the ICC, combining the thrill of world-class competition and travel.”
Links:
Booking.com
https://www.facebook.com/bookingcom
https://twitter.com/bookingcom
https://www.pinterest.com/bookingdotcom/
https://www.youtube.com/user/BookingUK
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