Digital: Nativity theme boosts room rental site

Diffusion was hired to run a Christmas campaign to drive more guests and hosts to new home rental website wimdu.co.uk. The site allows people to rent their spare rooms to holidaymakers.

Stable diet: Bethlehem in Brighton
Stable diet: Bethlehem in Brighton

Campaign Bethlehem in Brighton
Client Wimdu
PR team Diffusion
Timescale November-December 2011
Budget £5,000 (including a £600 donation to charity)

Objectives

  • To raise national awareness of the website
  • To increase the number of people renting out their rooms on the site
  • To optimise the site on Google.

Strategy and plan

Diffusion found a woman who wanted to rent out her stable for charity. It held a photo-shoot inside the barn, transforming it into a nativity scene, complete with three wise men, a donkey and a manger. Stable owner Fiona Turton was put forward for interview and was widely quoted explaining the ease with which she had been able to list her property on the site.

Measurement and evaluation

The story generated more than 40 pieces of coverage including a double-page feature in The Guardian's G2, a full page three in the Sunday Express, a travel feature in The Independent, The Independent on Sunday, The Sun and The Times. All online coverage, which included Mail Online, showed links to wimdu.co.uk.

Results

Wimdu saw a 40 per cent increase in the number of properties listed on the site in the UK.

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