Media: TV, Digital, Social
Year: 2019
THE BRIEF: On the whole, business travel represents about 25% of Hotels.com's business in Japan, but growth had plateaued.
In order to increase the amount of nights stayed, Hotels.com was looking to popularise and own the idea of "Bleisure" - a business trip with leisure nights added on to the end.
THE INSIGHT: Research showed that in Japanese culture, there was a widespread apprehension around adding leisure time to a business trip.
However, the brand's rewards program - allowing members to stay ten nights, get one free - was the perfect way to introduce them to the idea of bleisure in a guilt free way.
We then had to convince business travellers that, rather than being irresponsible, going through an exhausting business trip means that you've earned a break.
THE IDEA: Bellpug, Hotels.com's lovable travel mascot, is there to let you know that you've earned the right to reward yourself with some leisure time.
EXECUTION:
TV spots showed an exhausted salaryman in the middle of client drinks, being interrupted by Bellpug and encouraged to take a break for himself.
Supporting PR and social content provided greater depth of education around Bleisure travel, with a series of Bleisure Hacks running on Hotels.com's social channels, and long-form mockumentary content being used to explain the concept of Bleisure more to an unfamiliar audience.