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From every one of their campaigns to their very name, Hotels.com became famous for making themselves the obvious go-to for hotels.com. Which meant when they wanted to tell the world they had more than hotels, they had a big problem. Instead of panicking and rebooting, we doubled-down on their obvious roots by making all the other accommodations Hotels.com lists just as obvious as the hotels themselves—by changing their name, their site, and creating the world’s longest URL.
We tested, created and registered a new, functional 2,083 character URL in order to make every last type of accommodation Hotels.com books obvious, and made the world’s longest working URL in the process. We spread the word with a single-take launch video, one of the longest branded Instagram stories ever, and by maxing out the character limit on every social platform to update their brand accounts with the new name.
The campaign received world-wide coverage, garnering over 8 million media impressions in under 24 hours, all for a budget under 10,000 dollars.