We built a campaign around the real-life wedding of celebrity couple Jordan Peele and Chelsea Peretti. The story lines feature the couple and their celebrity friends using Booking.com during the lead-up to their destination wedding.

The four-month-long rollout strategy mimicked the story line, reflecting how one would tackle a destination wedding—from first choosing a location to last-minute changes of plans to the bachelor party.

The narrative rolled out across multiple channels and platforms including broadcast, online video, digital display, and both owned and celebrity social channels. Strategic placements and partnerships with E! Entertainment, Comedy Central, and The Knot further blurred fiction and reality, capitalizing on Jordan and Chelsea’s real-life engagement and even elopement.

At the conclusion of the campaign and 3.3 billion impressions, including earned impressions from top tier pop-culture and entertainment news, awareness of Booking.com increased 15% and brand consideration grew 23%.