Hotels.com needed a brand-building idea with earned media potential and relevance for Sweden, Norway, and Denmark. Burson's solution was to celebrate a forgotten hotel icon that everyone has a relationship with: the minibar. Because who hasn't, as a child, been told that you absolutely must not take anything from the hotel room's minibar?
To honor this icon, National Minibar Day was established on April 25th – a strategically chosen date when salaries and tax refunds roll in and people start booking their holiday hotel stays. To create engagement around the day, Hotels.com let the Scandinavian people vote for their favorite minibar products in a large survey. From classic snacks and drinks to luxury chocolates, filling food items, and practical gadgets like toothpaste and painkillers.
Results
The campaign was enhanced with a custom-designed minibar. A modern and stylish interpretation of funky furniture design with round wooden details in Hotels.com's distinctive red color, and a discreet logo on top.
The execution included a photo session, where the minibar was integrated into a hotel environment and photographed with the contents of Sweden's, Norway's, and Denmark's voted-for minibars.
Creative press kits were sent to selected journalists and influencers, containing miniature models of the newly designed minibar and selected products.
National Minibar Day received significant attention in key media outlets in all three countries. Hotels.com thereby succeeded in putting the minibar back on the map and strengthening its position as an expert in hotel experiences.