How tapping into nostalgia solidified Booking.com in the local community

A ‘simple and executable’ idea that taps into a tentpole Australian TV moment proves just the cultural milestone Booking.com needed to create stronger local connection.

As Australians prepare to bid an emotional farewell to Neighbours, in an Australian first, Booking.com wanted to give fans the opportunity to book a stay in one of the most iconic homes in Australia.

On the hunt for Australia’s most iconic homes to create a brand campaign driving greater local connection, Booking.com’s move to target diehard Neighbours lovers with an emotionally led moment sparked a “palpable” reaction.

With the tentpole TV occasion of the Neighbours’ finale just around the corner, digital travel company Booking.com saw the perfect time to tap into the fandom around the long-running show while creating a PR whirlwind for the brand itself.

Ahead of the July 28 finale the booking site launched a “Nostalgic Neighbours Finale Stay on Ramsay Street” campaign offering fans the chance to book and win a two-night stay at 28 Ramsay St, for just $28. Whoever managed to book the property first would win the stay.

Booking.com regional manager communications and PR Simon Clark told The Australian the activation, created with Red Havas and Host/Havas, “booked out within seconds” and gave the brand plenty of earned media too.

“Neighbours closing the curtains provided Booking.com with the opportunity to tap into a cultural milestone and surrounding conversation,” Mr Clarke said.

“The reception from the media and target audiences has been palpable.”

Mr Clarke said as Australians prepared to bid an emotional farewell to the nation’s favourite drama, Booking.com saw the ­opportunity to enter a conversation happening organically around the moment, leveraging the nostalgia of Australia’s longest running soap.

“When Red Havas and Host/Havas first presented it, we knew we were on to a winner. It was a simple, executable idea that we knew would hit the hearts of fans everywhere,” Mr Clarke said.

Simon Clark, regional communications and PR manager at Booking.com

“This campaign gave us the opportunity to demonstrate the core functional value proposition around choice, aligned with a ­significant emotionally led brand moment intrinsic to the local Australian audience.”

With the help of the creative minds at Red Agency and Host/Havas, the advertisement for the activation sees character Dr Karl Kennedy, played by Alan Fletcher, locking up 28 Ramsay St and placing the keys in a lockbox as he whistles the Neighbours’ theme song.

On the hunt to find some of the most iconic Aussie homes, in order to drive a greater local ­connection with the brand and its audience, Red Havas executive director Alex Bryant said that, with the “cultural phenomenon of the Neighbours finale”, there was no better home.

“We contacted the homeowner who turned out to be a superfan of the show and was interested in being part of this historical moment,” Ms Bryant explained. “The homeowners are new to the platform, but this has definitely piqued their interest in listing their home on Booking.com.”

Executive director at Red Havas, Alex Bryant

By making a film that saw an emotional farewell between the soap’s most iconic stalwarts, Dr Karl, and his fictional house of ­almost 30 years, Host/Havas creative director Matt Ennis said it was key to leverage the Neighbour’s theme song as the soundtrack for further cut-through, then re-articulated it in the most nostalgic way possible by getting Dr Karl Kennedy himself to whistle it.

“When creating the content to promote the campaign, we thought long and hard about the tone of the spot and what would resonate in the cultural climate surrounding it,” Mr Ennis said. “As the series was ending, we wanted to capture that same sense of finality and nostalgia within the film rather than just talk about the details of the listing.”

More than a place to rest their heads for the lucky superfans, the Ramsay St stay gives a full VIP experience including meeting Dr Karl over some beers and a barbie in the backyard of this most ­iconic Aussie home, premium car rental, Melbourne experiences and Neighbours memorabilia thrown in.

Put together with speed during a “fast and furious” six-week period – which involved collaboration with Fremantle, Channel 10, the homeowners and the talent – Ms Bryant said the campaign had received a great response overall with media coverage of the activation widespread across digital and social.

As featured on booking.com: "Nostalgic Neighbours Finale Stay on Ramsay Street"

The campaign was also shared in Neighbours fan groups, which created buzz and excitement about the listing with fans from near and far commenting about how much they wished they could be part of the experience.

“Rather than focusing on this being an advertising campaign or PR stunt, we see this as having earned media at its heart,” Ms Bryant said. “Leaning into this cultural moment allowed us to be part of a genuine conversation, which aligns to the Red Havas and Host/Havas philosophy that entertainment beats interruption.”

Booking.com hopes the activation will spur consumers to get booking their next holiday, as well as consider listing their own homes. However, Aussie TV fans hoping for a similar campaign with other fictional residences may be disappointed, with no immediate plans for similar stunts.