Hotels.com - CUMMINGS & GOINGS

It’s a weird time for travel and booking holidays right now, but that didn’t stop us getting in on some crafty and er, unprecedented newsjacking with Hotels.com. With international tourism a far-flung dream, we needed to find a way to ensure the booking platform stayed front of mind in domestic travel this summer.

As a certain Mr. Cummings made headlines with his ‘essential’ trip to Barnard Castle, we seized the opportunity to reveal that Hotels.com had spotted a 160% rise in searches to the area - at least UK tourism was getting some good out of it all.
Unsurprisingly, the media lapped it up - landing 21 pieces of media coverage across 9 national titles in around 24 hours. Not too shabby.
To amplify our campaign beyond earned media and ensure a unified approach, we created a cheeky, witty (if we do say so ourselves) Instagram post noting his oh-so-essential journey from London - smashing the industry standard engagement rate (5.1%, take a bow) and creating new Hotels.com fan-girls (and guys) along the way.
Thanks, Cummings.

Results

21 pieces of media coverage
9 nationals
179,615,762 total media reach
384,895 total social reach
19,593 total engagement
526,994 total social impressions
5.1% engagement rate

Coverage highlights

→ Metro
→ Evening Standard
→ Telegraph
→ Daily Mail

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Head of Public Relations
SB
VP of Brand