After almost a decade in the travel industry, Quickbeds was ready to launch their new look, accommodation booking portal into both the media and consumer market. Their business objective is to gain market share in a highly competitive online industry. Our brief was to leverage and raise awareness of their tongue in cheek campaign, to maximise media exposure and drive traffic to Quickbeds.com site in order to increase sales.
The Red Republic needed to develop a campaign that complimented the advertising promotion, which includes the strap line ‘Cheap and Easy’ and a brand ambassador with a strong profile.
The Red Republic took on a three phase approach to the campaign – the first stage focussed on us courting the media to create hype around the brand relaunch. With Warwick Capper as the new face of Quickbeds, The Red Republic embarked on an extensive media teaser campaign, which included sending out a number of promotional items to Australia’s top travel and marketing journalists unbranded, keeping them guessing.
The second stage was a consumer PR campaign, which was kick started with a stunt in Sydney’s CBD – In Bed with Warwick. Passersby were encouraged to hop into bed with Warwick Capper and have their picture taken with this ‘ AFL Legend’. The images could then be accessed on Quickbeds facebook. A radio promotion also ran with Austereo promoting Quickbed’s $99 hotel sale, that was running at the same time to entice people to act.
The third stage was to profile the directors of Quickbeds, Quickbeds as business and make comment on industry trends and news to be positioned as an industry leader.
The initial media campaign resulted in huge amounts of publicity. Warwick Capper was the talk of the town with his new alignment with Quickbeds.com. The challenge was to manage his wild personality and how that reflected on the brand. The consumer stunt contributed to the highest spike in traffic to the website in the history of the company, achieving significant sales as a result.