OBJECTIVE

Moxy Hotels approached BMF with the goal of driving bookings for Moxy properties in the UK amongst domestic audiences.

ABOUT THE PROJECT

Tapping into a pandemic-precipitated resurgence in road trips, BMF conceptualized Moxy’s “Great British Road Trip” – delivering an action-packed, multi-route summer road trip that gave local fun-hunters an experiential staycation escape – and drove bookings for hotel packages.

BMF developed creative for owned and paid channels, then seeded the campaign to media & influencers with road trip mailers, before they hit the road themselves — capturing content and driving followers to a custom program microsite.

Moxy’s “Great British Road Trip” microsite featured interactive road trip routes across the UK, highlighting Moxy’s UK properties. Travelers could make bookings, and discover Moxy ‘Fun Stuff’: local recommendations on what to eat, drink, see and do.

The program was extended at hotels to cross-promote Moxy’s UK properties.