HotelTonight – brand launch & PR campaign in the Caribbean

Client
Hotel Tonight
Period
2018

Challenge:

HotelTonight is a free application for smartphones operating with iOS, Android and Windows OS operating systems that facilitates a spontaneous travel experience, for business or pleasure. It offers the possibility of booking hotels on the same day or up to 7 days in advance for up to 5 nights, in just ten seconds at unique prices.

HotelTonight helps hotels sell their last empty rooms and users find discounts of up to 70%, even in high season. It operates with an exclusive selection of hotels that suit all tastes and hotels offer great quality via a visual system (optimised for mobile) rather than star categories. Hotels are rated according to internal criteria such as Basic, Hip, Luxe, etc. With more than 14 million downloads globally, 15,000 hotel partners in 34 countries and more than 1,900 destinations, Hotel Tonight has their head office in San Francisco with offices in London, Berlin, Sydney and Toronto.

HotelTonight required assistance to launch the brand in the Caribbean where improved flight connectivity to the region offered huge growth potential.

Solution:

Brand launch: Key representatives of the traditional press and specialist press in the tourism sector attended the launch obtained more than 45 media press impacts in the first 7 days after launch. Media tour covering the main regional media was developed with 25 visits made on radio and television in one week.

Communications and public relations campaign: Design and implementation of a public relations campaign in the Dominican Republic and Puerto Rico. In the first instance a select group of media in both countries were approached along with targeted publishers, journalists and key influencers. High-value content was distributed in a methodical and personalised way, for the appropriate audience. Articles were adapted to suit each medium, the target audience and the type of article. A media tour was organised in Puerto Rico reaching the main media in ​​San Juan.

Result:

More than 110 media impacts in the 3 month campaign, surpassing the target by 17%. Impacts: Univisión, Canal13, WapaTV, GRPMedia, Virtualizate and Caribbean Business.

50% increase in hotel searches in the Caribbean, and Caribbean destinations have been in the top 20 most sought after destinations by  users.

Case Studies

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