Decided on your New Year’s resolution yet?
Whether you choose to make a long-term or short-term lifestyle change, January offers a window of new beginning, ripe with good intentions and opportunity.
While eating healthily and exercising more are among the more common New Year’s resolutions, the time of the year presents an opportunity beyond health and fitness brands.
As a peak period for holiday bookings, January is also a key time for travel companies to reach people looking to book their holidays for the year.
Booking.com is one brand piggybacking on the trend with an exciting campaign that aimed to support Americans to achieve their 2020 goals.
Booking.com – Prioritise Family Time
Booking.com – Read More
It was inspired by research that revealed 72% of Americans are interested in taking a trip to help them achieve their New Year’s resolutions. 51% also said that travel has helped them to achieve their resolutions in the past.
Booking.com debuted the curated area on its website under the name #BookYourResolution with custom-designed experiences available for guest bookings. Each one was themed to align with 20 of the most popular New Year’s resolutions for 2020 including ‘read more’, ‘be more financially savvy’ and ‘learn to dance’,
The aspirational and exclusive Resolution Suites were located in Downtown Manhattan and offered luxury features that inspired guests to fulfil their New Year promises. Each experience allowed guests to literally – and figuratively – check-in to their resolutions.
Equipped with related activities, affirmations, and amenities, guests left their stay in true ‘New Year New You’ style.
Booking.com – Become Financially Savvy
The campaign was supported with experiential advertising on TV, cinema, radio and online which shared stories of people’s resolutions. This included Ricky, who flew his grandma to New York to see snow for the first time. And Josh, who achieved his goal to read to his son under the stars in a home-stay booking.
Booking.com – Be More Active
The memorable and timely experiential campaign had a strong emotive element. By highlighting its customers’ personal stories and encouraging others to share their own resolution-related travel experiences, Booking.com could win the hearts and minds of consumers and effectively boost brand love.
As an experience-based industry, travel brands are perfectly placed to create unique and inventive experiential campaigns that leave a lasting impression. Previous examples have included the unforgettable Booking.com sandcastle stay, and Nutella’s pop up hotel take-over.