ObjectivesBuild brand awareness of Expedia, the UK's leading online travel agency and drive traffic to the site in a cost effective manner.SynopsisReserch found that the UK only had the lowest total of Bank Holidays in Europe. It was decided to make this insight the subject of a viral marketing campaign.A petition was started online to take to Downing Street - the purpose of it was to lobby for 'More Bank Holidays'. This was a hot topic for the following reasons: the British feel strongly about unfairness, Expedia's core business is related and above all, it was timely, being launched at August Bank Holiday weekend 2000.The sole form of marketing around this campaign was viral campaign and was started by employees of Expedia/AKQA emailing friends and family about the petition. A specific URL was set up to track direct responses of the viral activity.Target GroupThose in work who only get 20-25 days off work each year. This audience frequently arranges holidays abroad around Bank Holidays.ResultsThe petition page received over 30,000 impressions plus 20,000 registrants to date. These large numbers of responses were achieved without offering visitors any incentives.