In order to install and nourish the premium positioning of the brand on its crowded category, the brand should deliver to its customers an amazing experience that would reflect its vision of premium holidays. The starting point of the whole campaign was based on a simple truth: unique places make unique vacation memories. What could be the most unique place in Paris? A place that everyone knows? A place that everyone dreams of? A place that no one could even imagine to be all for oneself? Only the Eiffel Tower could be this unique place! For the first time in history, we built an apartment at the first floor of the Tower and HomeAway could invite some lucky families from around the world to win the privilege to sleep in it and have the Eiffel Tower all for themselves during one magic night.

The campaign started by a digital contest inviting travelers from all over the world to answer a simple question: “what would you do if the HomeAway Eiffel Tower Apartment was all yours for a night?”. To amplify and create traffic to this digital contest, we created several viral videos. In the meantime, the agency had the responsibility to build out of nothing a temporary, family-friendly first-of-its-kind living apartment in the first floor of the Eiffel Tower. In addition to the sleepovers of the 4 families, we also invited many other lucky people to share the unique location. We organized many events that created a strong PR excitement: yoga sessions, romantic afternoons, kids activities… All the events were broadcasted on Facebook Live or livetweeted

The digital contest engaged more than 150 000 participants. More than 2 500 articles have been written in 30 countries. It attracted 58% more owners to list their properties on HomeAway sites, beating our targets by 30%. It delivered 77% of new visitors to the sites, way above current mix. And the share visitors searching for the brand has grown 24%. We increased our brand awareness by 6pts. The Global social reach of this campaign was around 7,5 million of impressions, and the Facebook engagement was 5%.