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Hotels.com - Room 101

Hotels.com
04/01/2023
Advertising Agency
London, UK
9
Share
Agency / Creative
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The Challenge 

Driving Travel News During Travel Bans - Create cultural relevance for hotels.com and keep the brand front of mind among key audiences during the COVID-19 pandemic - a time when no one could travel. 

The Manifest Approach

Hotels Room 101: a social-first campaign that went all-in on culture, content and conversation to connect globetrotters across the world.


Lets Take This Online

Hotel Room 101 was a 10-hour conversation with the British public. Where most brands see their tweets live for seconds, our engagement-first approach to the campaign ensured you wouldn’t miss the conversation we started, whether you were tweeting over breakfast or scrolling away your afternoon.

The first content callout went out at 8am. UGC was the driving force of the nomination mechanic we employed, so we tweeted early and used paid Twitter ads to boost reach. 

This created an initial groundswell of conversation and early nominations, ready for the Manifest social team to like, reply and retweet in realtime.

As the comments continued, we built and continually updated a live campaign asset –

a branded hotel room, filling with visual nominations. Paid targeting optimised the campaign, adding new audience targeting based on live nominations. 

The campaign shot up the UK trends charts until #HotelRoom101 hit no. 1 spot, securing 172 pieces of top tier media coverage. 

About Manifest
We build brands that change the world

In a world defined by experiences, it’s not enough for brands to simply stand for something – they must stand up for it. We are a brand communications agency built for this new purpose-driven era. 

Our agency is born from the belief that great marketing is no longer just about selling products; it’s about starting movements. So that’s what we do.

We love big strategy, big ideas, big data and big hearts. We are powered by creativity and pride ourselves on finding real solutions to real problems. We have offices in London, Manchester, New York, Stockholm & Melbourne and we complain about the weather in all of them. We love our work, we’re never boring and we always buy our round. Above all, we work hard and we’re nice to people.
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