Holidayguru is a website that searches for the best travel bargains on internet and began operating in Germany in 2012. Ever since, the website has been introduced in various other European countries, including The Netherlands. Although the Guru has become pretty popular here, it of course faces competition from other comparable ‘best holiday deals’ websites. In order to increase its brand awareness and stimulate traffic to the website, Holidayguru has appointed us to execute multiple marketing activities on the Dutch market. One of these activities was a guerrilla marketing action: rain advertising.

OBJECTIVE

Holidayguru was looking for innovative and remarkable marketing activities to penetrate the Dutch market. As they are facing tough competition and are not top of mind in The Netherlands it was our job to organize several consumer actions to improve these aspects.

Rain advertising was one of the marketing actions we performed for Holidayguru, which is a fairly unknown form of guerrilla marketing. The words ‘Fancy a sunny break? Check out Holidayguru.nl!’ was sprayed on pavements on 30 different locations in large-sized villages and medium-sized cities across the province of Zuid-Holland which included Nootdorp, Zoetermeer, Barendrecht, Alphen a/d Rijn and Delft. Because a special paint is used, the messages ONLY become visible when it is RAINING! Great timing naturally when the weather is dreary to confront pedestrians with this sunny text. As autumn in The Netherlands is known for its heavy rainfall this was a good month to perform this action. With gloomy days the desire to travel to sunny destination is getting more intense, making this the perfect way to show consumers a way to realize that desire.