Work

BRINGING THE SNOW TO AUSTRALIA – BOOKING.COM SNOW GLOBE

The Challenge

The Christmas holiday period is a key time for travel and holiday consideration. As one of the world’s largest travel e-commerce companies, Booking.com wanted to not only be part of the conversation to showcase the variety of holiday and accommodation options it has, but to lead the media agenda and show their expertise in the industry. We were tasked to raise mass awareness of the brand at a critical booking period of year and achieve coverage cut through against the other brands’ festive offerings.

booking.com snow globe

The Solution

There is an ongoing cultural debate around an Aussie hot Christmas vs a ‘traditional’ White Christmas and how many Aussies have seen snow over the festive period – we recognised this point of debate and set out to find out once and for all…

To create newsworthiness, we commissioned nationwide research and it revealed that more than 8 million Australians have never experienced a White Christmas and dream of one and 9.5 million Aussies feel that they are missing out on a magical Christmas by living in Australia.

Turning data into action, Booking.com brought the snow to Australia with the Booking.com Snow Globe – a cabin themed snow dome complete with a real Santa Claus inside and falling snow to give consumers a taste of the White Christmas magic. The activation was open to the public on popular Aussie beach, Cronulla, over a weekend.

We worked with The Today Show on a weather cross exclusive to launch the snow globe and discuss the headline statistics from our research. We also seeded out imagery of the snow globe juxtaposed with the beach sand as our hero imagery for a striking travel story.

We also unearthed and collated inspirational ski chalets, snow globes and igloo properties on Booking,com for holidaymakers to consider to drive on-site bookings.

The Results

Over doubled our KPI target to achieve 181 pieces of coverage
Reach: 4.6 million
34 pieces of top tier broadcast coverage including The Today Show live cross, 2DAY FM and 6PR Perth

Categories

Event production

Public Relations

Stunt

Travel

Media Relations

Consumer

Projects