Whilst Booking.com is the world’s leading travel company, it is not known for homes. Our brief was simple: raise awareness when booking a holiday, Booking.com provides you with a choice beyond hotels.

Booking.com leveraged the popularity of 'Neighbours', Australia's beloved soap opera, by launching its promotional campaign "Stay on Ramsay Street" during the show's finale. As part of the campaign, Booking.com offered a unique opportunity to rent the soon-to-be-empty Ramsay Street house of the iconic Australian series' beloved character. Through a first-of-its-kind partnership with the show, Booking.com gave fans the chance to experience the on-screen home of Dr. Karl and Susan Kennedy at 28 Ramsay Street. A red brick home, that had become a symbol of Australian identity and pop culture history for over three decades.

As restrictions lifted in 2022, travelers sought unique and once-in-a-lifetime experiences they missed during the pandemic. Booking.com aimed to lead conversations on fulfilling these cravings by offering unparalleled choices in accommodation types, from hotels to homes and more. The goal was to entice Aussies with uncommon options that resonated emotionally, building a local brand connection. Our strategy was to demonstrate for every home imaginable, Booking.com has you covered. Solving the problem that Booking.com wasn’t known for homes by showcasing a destination that Aussies wouldn’t dream of actually being able to book on the platform.

As we set out to find the most extraordinary Aussie locations, a Ramsay St-sized opportunity fell into our laps. The nation’s favourite drama, Neighbours, was coming to an end. While Australians prepared to bid farewell to their favourite soap, we saw an opportunity to connect Booking.com to a home millions of Aussies knew.

By leveraging the Neighbours finale we offered fans an Aussie first - the chance to book a stay at the iconic location, with one superfan winning a VIP experience, meeting Dr Karl (Alan Fletcher) in the iconic backyard. Capturing nostalgia and finality in the promotional content seeded on Booking.com, Neighbours, and Alan Fletcher's social channels, we created an emotional farewell between Dr Karl and his 30-year fictional home. ‘A Stay on Ramsay Street’ tapped into a significant moment in Australian television history with the finale of Neighbours, inserting Booking.com into the conversation.

"Stay on Ramsay St" received an overwhelming response from the media and target audiences worldwide. Bookings filled within seconds, resulting in 272 pieces of coverage across various media platforms, including prominent publications like The Australian, The Herald Sun, NT News and The West Australian, Studio 10, The Morning Show, Daily Mail with a sweep of Newscorp and Fairfax metro and regional titles (The Sydney Morning Herald, The Age, The Daily Telegraph and The Courier Mail) and even BBC News.

The campaign sparked conversations on Booking.com, Neighbours, and Alan Fletcher's social channels, generating 4.26 million impressions and 743k total engagements. Fans expressed their excitement and desire to participate in the experience.

See confidential for business results.

The widespread dinner table and water cooler discussions allowed fans to partake in this historic meta moment, marking the end of an era and the beginning of a unique holiday for one fortunate Booking.com guest, keeping the beloved Neighbours show alive for a few more nights.