ABOUT

OVERVIEW
To showcase Booking is the platform for planning and booking an entire trip from local attractions to flights and accommodations to car rentals, Booking sought to execute an incredible consumer activation.

SOLUTION
Just in time for the holiday season, digital global travel leader worked with H&S and its experiential arm, Studio HS, to partner with the unofficial “Queen of Christmas” Mariah Carey for curating an incredible holiday experience in New York City and amplify the campaign through earned media outreach and owned social media content. Activities during the experience included a three-night stay at The Plaza Hotel, indulging in a Saks Fifth Avenue shopping spree, dinners at a couple of Mariah’s favorite restaurants, tickets to the singer's iconic holiday concert, attending the Rockettes’ Christmas Spectacular, ice skating at Rockefeller Center ice rink, and exclusive tours of Radio City Music Hall and Rockefeller Center, complete with city views from the Top of the Rock. To cap off the weekend, the experience featured a once-in-lifetime happy hour and a holiday photoshoot at Mariah's penthouse apartment.

H&S generated earned media buzz resulting in hundreds of placements across top-tier travel, consumer lifestyle, entertainment, New York regional, and broadcast outlets, all leading up to the stay becoming bookable. To announce the exclusive stay, Mariah Carey and Booking created a collaborative IG post. Mariah shared the IG Reel as a TikTok post, along with an IG story in November and again in December. Very received by fans who left positive comments, the social posts garnered over 2.9M total organic impressions and more than 3.5k comments.