Comfort Hotel is a small hotel chain in Norway with very limited media assets. They have sustainability as their priority number one. To increase the focus on sustainability, they want to take on a battle that is bigger than themselves. Because environmental issues are global problems. To make a difference, they want to create an idea that will give them PR and attention in Norwegian media. The solution was to go head to head against the world's biggest hotel website TripAdvisor, and encourage them to take sustainability more seriously. The campaign is named Deartripadvisor.com.

Adding sustainability as a key ranking indicator along with the other six will force every single hotel to address their environmental responsibility. This simple solution will therefore create real and universal change.

We are of course aware that changing TripAdvisor's a long way to go, and maybe an impossible task, but the journey is the goal. The attention and to initiate a general debate in media on how hotels operate, strengthens Comfort Hotel's position as a responsible operator.

The campaign was a huge success for Comfort Hotel, with a lot of media attention in Norway, and a constructive dialogue with TripAdvisor.

The campaign started in October 2014 and ran according to the original plan.

The main element was a movie that was shown and referred to in the media, and had a kick starter function for the whole PR strategy.

After launching the campaign, Comfort Hotels became a part of the debate in Norway about sustainability, and had to respond in various media and brought out their message.

The awareness of Comfort Hotels being a sustainable hotel chain raised by 41%

The number of guest nights raised by 35%.

After 2 weeks 5000 guests had signed at deartripadvisor.com.