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Online travel service began a new campaign in Canada this week. The effort, called "Booking Right," is part of an international campaign that will also take place in the US, United Kingdom, Germany and Australia.

Developed by Wieden&Kennedy Amsterdam, the campaign consists of television, digital, print and out-of-home advertising, along with social media materials. The initiative launched with a 60-second commercial depicting the way in which choosing the right travel accommodations can make a person into a "booking hero." The ad will be followed by four more television and online video ads in 30- and 15-second versions. The digital component will include online video matched to Google keyword searches.

"We believe that our campaign wonderfully demonstrates how we continue to help deliver memorable life experiences to meet our customers' different needs, desires and budgets-no matter their stage in life," said Paul Hennessy, chief marketing officer at "We know that the right accommodation is crucial for an unforgettable trip. Our new integrated brand campaign was inspired by our customers, drawing insights from a selection of our 42 million verified guest reviews."

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