ABOUT

OVERVIEW
To help Americans reunite with their friends through travel after a year of being apart, Booking partnered with Superfly X to turn The FRIENDS Experience in NYC into a once-in-a-lifetime bookable overnight stay. H&S created a unique stay inside the recreation of Monica and Rachel’s apartment, and amplified the activation through earned media and an owned social. The objective was to highlight Booking’s breadth of alternative accommodations by creating the ultimate sleepover dedicated to the beloved 90s sitcom.

SOLUTION
The activation kicked off with a formal partnership with Superfly X and Warner Brothers, in order to bring the overnight stays at The FRIENDS Experience in downtown Manhattan to life. To generate significant earned media buzz, H&S conducted outreach under embargo to top-tier travel, lifestyle, entertainment, regional and broadcast outlets, which started to run timed to National Sleepover Day in Mid-May.

H&S continued to drive earned media coverage leading up to the day the accommodation became bookable, garnering hundreds of placements across national and local broadcast stations, late night and daytime talk shows, top-tier national and regional digital publications. HBO Max announcing the FRIENDS reunion air date helped H&S to carve out an additional media moment leveraging the news.

Two lucky pairs of FRIENDS superfans who booked the stays enjoyed unforgettable sleepovers in late May. Guests were treated to a private tour of the FRIENDS exhibition accompanied by a private photographer, a FRIENDS-themed scavenger hunt, as well as dinner, drinks and breakfast at the one-and-only Central Perk.