15 minute Belvilla getaway

The Brief

Belvilla is a leading Netherlands based online supplier of spectacular holiday homes all over Europe. They have 20 years experience and over 15,000 properties to choose from to suit any holiday dream such as eco-friendly properties, off the beaten track properties, beach properties, Ski Chalets and Luxury Villas. Belvilla is entering a crowded UK market, it is an unknown brand to the media and consumers. The company launched it's services into the UK market on the 18 June and wanted to treat relevant media and journalists to a mini holiday get-a-away to introduce the brand into the market.

The Activity

Create a guerrilla based media stunt that would engage journalists and give them a reason to want to know Belvilla. Initial E-invites were sent out to journalists to come and join the team for a 15 min Belvilla Get-a-Away experience - out the front of their office. A campervan, fake grass, umbrellas, beach balls were set up in pre-determined locations near the offices for people to begin their experience. The mobility of the equipment allowed the team to be versatile and accommodate the needs of each media house. Each journalist received a head and shoulder massage, strawberries and cream fruit bowl, fruit smoothie and a goodie bag filled with holiday goodies.

The Results

All relevant media and journalists know the Belvilla name and immediate press opportunities came out of the experience.