Hotels.com: Not So Silent Night

Chicago, IL

Challenge

Conceptualize and transform an East Coast hotel room into a full-blown custom holiday extravaganza that could host the Hotels.com Not So Silent Night contest. One merry winner that could survive 24 hours of non-stop holiday music in the decked-out hotel suite would win 25 free hotel nights from Hotels.com.

Approach

The Trigger(House “elves” designed and built out an immersive winter wonderland at the Fairmont Chicago in just a few weeks. The experience honored the Hotels.com brand, captured the holiday spirit, and included some especially festive surprises, including DJ Santa, a karaoke machine, and an LED dance floor. The 24-hour music was controlled remotely by the T(H production team and was monitored from the suite next door to ensure the contest winner made it through the entire not-so-calm, not-so-quiet challenge.

Results

The Not So Silent Night program exceeded all goals with 4.2K entrants, over 1 billion earned media impressions, and 220 earned media placements—making it the second highest Hotels.com campaign of 2021. Coverage was featured on sites such as Elite Daily, Ad Age, and even reached international audiences through publications like Vanity Fair France.