The Challenge

Create a PR idea and activation to position as the ultimate destination for global travellers looking for unique accommodation offerings. ​

In doing so, showcase the diversity of’s accommodation offerings and unique stays, as well as educate and create a sense of urgency to motivate travellers to book in a timely manner.​

The Solution

To create a timely moment for travellers to book unique accommodation on, we created the world’s first avocado-shaped condo, the Avo-Condo, to celebrate National Avocado Day on July 31, 2019.​

Activated at Sydney’s Campbell Cove on Circular Quay, the Avo-Condo was complete with avocado-themed props and furnishings, all with a world-class view of the iconic Sydney Harbour Bridge and Opera House.​

The Avo-Condo was available to book for two nights – July 31 and August 1 – and two lucky consumer pairs were treated to a truly unique and quintessentially Australian overnight stay experience.​

The Results

441 pieces of coverage globally across print, online and TV, with a cumulative reach of 14 billion.
Achieved cut-through in global news and coverage in 25 markets by hi-jacking and spearheading a trend relevant across different cultures.
Secured two consumer stays within 30 minutes driven by earned media coverage.