PR Campaigns
Booking.com in China Market
Time: 2018 - 2019
Employer: Ketchum (Shanghai)
Position: PR Intern
Client: Booking.com
#1
KOL RAF (Refer A Friend) Annual Program
Description of RAF:
Online users can get a ￥200 Booking.com coupon by clicking links or copying codes from KOLs' posts.
My Responsibilities:
Searching, selecting, and communicating with KOLs to get their cooperation details.
Sending candidate pool forms to the client - Booking.com head office (Netherlands) to get confirmation and then continued to finish contracts with KOLs.
Modifying article contents and confirming publish dates with KOLs.
Kept tracking gross bookings, engagements, and traffic after posting.
Reporting results and doing analysis.
A screenshot of one candidate pool form
A screenshot of RAF Q4 Report
#2
Bookroom Campaign in Shanghai
Background:
Booking.com selected 10 of the most special accommodations with bookrooms around the world. This campaign was held in one of them (in Shanghai) to show the whole idea and bring new effects to Booking.com's branding in China market.
Campaign slogan: Always Read, Always Travel
Event content:
Booking.com invited Kevin Tsai, a famous Chinese television host and writer, to live in Shanghai Bookroom accommodation for one night. Before checking in, Kevin would have a media conference with Booking.com China CEO Yuan Chen at Bookroom in the afternoon.
My Responsibilities:
Contacting each media in the database to confirm their attendance and willingness of interviews.
Communicating with the third party to set up the Bookroom conference venue.
Designed and prepared gifts for media reporters.
Kept tracking media releases about this campaign after the conference.
Reporting campaign coverage within normal weekly reports.
10 international book room style accommodations
Media responses form
Some sample materials
#3
Other PR Tasks
Task 1 - Writing weekly featured articles
Writing weekly news features to promote 3 outstanding accommodations on Booking.com in a logical and newsworthy storytelling way, and publishing them on Booking.com Newsroom.
Kept tracking media releases related to news features and recording them on coverage reports.
Feature "In the post-festival transportation era, these chic railway stations will make you subvert your imagination!" on 4 website releases.
Feature "Today you are the 'Oscar judge', come and comment on 'the most popular movie location!'" on 3 website releases.
Task 2 - Updating weekly coverage forms & media database
Searching and updating media coverage data in coverage forms, and dividing releases into different related campaigns.
Keeping contacting with the media companies and reporters regularly and updating their contacts and positions.
Coverage reports recorded specific data and details of media releases about Booking.com
Screenshot - Top tier media database in China market.
Screenshot - Social media database in China market.
Task 3 - Researching for the next PR annual plan
Searching and reporting Booking.com PR practice results in 2018 and making comparisons with its competitors.
Listing outstanding campaigns of competitors, listing key learning points, and making suggestions for 2019 annual plan.
Screenshots of the research report