D-reizen (D-Travel) is one of the largest travel agencies in the Netherlands. In order to save the season, D-reizen had to win the battle for last minute holidays. We had to create top of mind awareness at the target group (families with children) for D-reizen as the seller of low cost last minute holidays without being perceived as cheap.We created the Goldfish Hotel. When going on a last minute vacation, customers of D-reizen could drop off their goldfish to have its own perfect holiday; at a 5 star sea resort with a tennis court, pool, restaurant, private beach, etcetera. The same sort of holidays D-reizen is offering families!The Goldfish Hotel was placed at the main hall of the Amsterdam Schiphol airport. It was the attraction for the hundreds of thousands of families passing by. The grand opening of the hotel was a huge PR success resulting in many pictures and articles in daily newspapers. Media coverage of over 1,2 Million Euros drastically increased the share of voice of D-reizen in this important booking period. D-reizen sold more than its fair share of last minute holidays.

Creative solution: The Goldfish Hotel. When going on a last minute vacation, customers of D-reizen could drop off their goldfish to have its own perfect holiday; at a 5 star sea resort with a tennis court, pool, restaurant, private beach, etcetera. The same sort of holidays D-reizen is offering families!With the Gold Fish Hotel as the centerpiece of the campaign, sales was boosted by promotions such as the ‘Catch of the Day’.Channels: The Goldfish Hotel was placed at the most crowded place in the Netherlands, the main hall of the Amsterdam Schiphol airport. It was THE attraction for the hundreds of thousands of families passing by (children looking at goldfish having a holiday). The grand opening of the hotel was a huge PR success resulting in many pictures and articles in daily newspapers.

The term ‘Goldfish Hotel’ did not exist on the internet before the campaign started. Within two days after the launch Google search results went from 0 to over 26.000 hits! Almost every news site and blog mentioned this new way of pet care.Media coverage of over 1.2 Million Euros drastically increased the share of voice of D-reizen in this important booking period. D-reizen sold more than its fair share of last minute holidays.