Ultimate Pride Amsterdam Experience
Booking.com
Brand Marketing | Corporate Reputation | Social Impact & Sustainability
How to celebrate Pride in style? Booking.com, the general sponsor of Pride Amsterdam introduced the Ultimate Pride Amsterdam Experience, featuring up-and-coming art, drag icon, culinary delicacies, and exclusive viewing of the famous Canal Parade. The initiative is extended beyond the event into to a meaningful TravelProud program aimed at improving the inclusivity and hospitality to all travelers. The moment also marked the official kick-off of a strong partnership with COC Netherlands, the oldest, still existing organization of its kind.
THE CHALLENGE
Booking.com, the world’s largest accommodation platform, has always been a true advocate of the LGBTIQ+ community. Diversity and inclusion have been embedded in Booking.com’s company culture since day one and are intimately connected to its mission as a company.
However, not a lot of people are aware of this, and many don’t understand the connection and shared value between Amsterdam Pride and Booking.com, the event’s main sponsor.
THE STRATEGY
Showcasing Booking.com’s advocacy towards the LGBTIQ+ community, through internal and external initiatives that support the community and to highlight Booking.com’s TravelProud program, designed to guide accommodation partners in extending exceptional hospitality to everyone, helping LGBTIQ+ travelers to have a truly welcoming and inclusive travel experience.
THE EXECUTION
To celebrate Pride Amsterdam in 2022 and the company’s role as main sponsor, Edelman developed the Ultimate Pride Amsterdam Experience which reflects the beauty and diversity of the LGBTQ+ community in the city.
The two-night bookable stay at the Sofitel Legend The Grand Amsterdam, bookable on the Booking.com platform for €20,22, featured unique artwork commissioned by up-and-coming LGBTQ+ artist Eelco Hilgersom, guest hosting by ambassador and drag-icon Envy Peru, a culinary experience at LGBTIQ+ owned restaurant Wijmpje Beukers and VIP access to the viewing deck of the Canal Parade.
In addition, the experience also served as kick-off for the partnership between Booking.com and COC Netherlands, one of the few LGBTIQ+ organizations in the world with special consultative status with the United Nations and the oldest, still existing organization of its kind in the world.
THE OUTCOME
This activation resulted in 28+ articles in the Netherlands, in key publications across national dailies, lifestyle and D&I media, which has secured a high article reach of 33.8M.
In addition, 36 social media posts (Instagram/Facebook/LinkedIn) resulted in a high combined reach of 5.5M.
The experience also culminated articles all over the world, from Brazil to Japan and from Germany to the US.
28+
News articles in the Netherlands
8+
articles outside of the Netherlands
33.8M
National media reach