The campaign was driven by audience recommendations, tips and tricks, and his itinerary was curated by – and for – his audience.
How do we inspire millennial travellers and differentiate the Hotels.com brand from other online travel agents?
As Hotels.com’s retained influencer agency, our focus is on long term planned partnerships, rather than product placement and transactions. We use deep cultural analysis to identified the themes, trends and topics that resonate with our audiences. Using a collaborate and creative approach with our influencer partners, we’re able to cut through newsfeeds with bold, irreverent and inspiring content that doesn’t focus on just a destination.
Our approach has been recognised with a Gold Award for Best Travel Campaign at the Influencer Marketing Awards 2020, and a UK Social Media Award for Best Social Influencer Campaign.
Our cultural analysis identified that our millennial audience follow a range of Insta-animals, so we’ve worked with cats, dogs, hedgehogs and even a toad in the ‘Creature Critic’ campaigns.
Their audience also love film and cinema, so Accidentally Wes Anderson’s curated feed of amazing architecture was the perfect fit for Hotels.com. We sent ‘AWA’ on a trip to Japan for his first ever self-shot content series.