Company positioning

Booking.com


Objective

  • Improve company's image and position on Croatian market

 

Strategy

  • Establish relations with key media
  • Establish relations with key associations and Government bodies
  • Explain company's business model and market position

 

Tactics

  • Organized 101 meetings with key stakeholders within executive and legislative branches of Government
  • Organized 101 meetings with associations, chambers and other industry related bodies
  • Organized press briefings in regions where company has local offices - gathered key local journalists, government representatives and local/regional associations representatives
  • Organized interviews in key media explaining Booking.com market position and business model
  • Distributed press releases on companies latest achievements/products both on national and local level
  • Supported the work of industry related associations and shared Booking.com knowledge and expertise

 

Results

  • Company’s policies and business model were introduced in person to a total of 15 representatives of executive and legislative branches of Government, as well as local and national tourism boards and other relevant institutions representatives within the period of six months after cooperation start
  • Created Government support towards company's business activities
  • Suppressed lobbying efforts against Booking.com
  • Organized several interviews/articles in leading Croatian media (e.g. Jutarnji list, Glas Istre, Globus) explaining Booking.com business model in Croatia
  • 95% of press coverage’s resulted in positive tone