HotelTonight is an internationally renowned booking platform which offers travellers amazing last-minute deals at top-rated hotels. The challenge was, Australians hadn’t yet been introduced to this phenomenon.
Our brief was to launch HotelTonight in Australia by positioning the brand as a disrupter in hotel booking industry. We were pressed with the question – how could we bring to life the brand’s “plan less, live more mantra” values, drive app downloads and build consumer awareness, all through a short-burst campaign?
We developed a rather unexpected response, leveraging our contacts in the lifestyle arena to construct a unique brand asset that would physically represent the HotelTonight brand personality and USPs. We then took it one step further and floated our hotel suite on Sydney Harbour.
Introducing the Spontaneity Suite – Australia’s first travelling hotel suite.
Completely self-contained and transportable, we dropped it in crazy, highly desirable locations, listed it at $32,000 per night, and then dropped the rate suddenly to $99 through the HotelTonight app.
We used a mixture of PR, influencer engagement, media famils, events and partnerships to drive consumer hysteria around booking the once-in-a-lifetime experience.
People reached globally
Value of coverage
More app opens than average during activation