At the height of the economic crisis. What an irony. Thousands of rooms with sea views were standing empty, much to hoteliers’ despair, while thousands of people desperate to go on holiday had to stay at home, to their own despair. And Atrápalo was trapped in the middle, without any business. This gave rise to the idea – to give people the chance to go on holiday to those hotels and then pay whatever they wanted.

'Go on holiday without paying a single euro, and when you come back, pay us what you think is a fair price.'

The notoriety of the action brought returns in spades but, obviously, people didn’t live up to our expectations. A 20 years old girl, was honest enough to pay 73% of the real price. This led to follow-up communication actions for the campaign. We heralded our 73% girl as a star, thanking her for her honesty and rewarding her with a trip.

In 2 weeks:- 500,000 visits to 'The Deal'.- 25,000 new Atrápalo clients.5 million people visited Atrápalo.With economic crisis, and only 150,000€ for media, 2009 was the best year in terms of benefits for Atrápalo.