The travel industry should never be underestimated when it comes to effective and innovative market – we have incredible product to move and we do it well.
Just look at Air New Zealand. It’s an airline that offers flights on routes that are operated by a number of carriers, but it sets itself apart with creative, fun and pop-culture inspired safety videos.
Then there’s the team at helloworld Hunter Travel Group, which surprised the industry last week with a pop-up store inside Costco Auburn.
But HotelTonight took travel marketing to the next level, with a pop-up suite right in the centre of Sydney’s Circular Quay.
For those that didn’t catch our ‘Travel Influencers’ interview with Asia Pacific Director, Stefan Cordiner, HotelTonight is an app-only tool that allows travellers to book last minute accommodation around the country.
Having launched less than three weeks ago, the company wanted to go big in its promotions, and we think they’ve succeeded.
Over Saturday and Sunday any tourist, travellers or potential traveller passing through the Circular Quay would have seen the random pop-up suite.
The one-room capsule is the first of its kind in Australia and definitely stood out metres away from the iconic Opera House and Harbour Bridge.
From the outside, passerbyers could see two recycled shipping containers turned into the a cozy space featuring a beautiful eclectic furniture from around the globe including a queen size wing back bed, an elegant walnut dining table and chairs, and numerous mod cons.
Onlookers at Circular Quay were able to photograph the glass fronted suite where spontaneous happenings took place on Sunday.
Although the pop-up experience is not currently available for bookings, Stefan told KarryOn that it was an out-of-the-box way to push the new brand.
“Rather than traditional marketing we need to look at unique concepts to amplify the product.”
Stefan Cordiner, HotelTonight Asia Pacific Director
The pop-up experience will next be available in Melbourne in August.
By then Stefan expects it will be available for booking.
Click here for more of our chat with Stefan.