Situation
CheapCaribbean Vacations isn’t like other online booking engines. Leaning into the hype around National Mean Girls Day on Oct. 3, we took advantage of the brand’s Millennial and Gen Z following’s love of fun and pop-culture trends. We partnered with Broadway Plus to throw “The Fetchest Party of the Year” at Grand Oasis Cancun. By capitalizing on this hot moment in pop culture, we sought to elevate the brand’s reputation and its place in consumers’ consciousness.
Action
Featuring cabaret-style performances of select songs from the Tony-nominated musical “Mean Girls,” the promotional two-day package also included an all-day Pink Out Pool Party with a cast meet and greet. Fans of the film and the musical were targeted through a strategic PR campaign focused on earned coverage, and key media were hosted on a press trip during the event to spread the word about the partnership and their experience with the CheapCaribbean brand.
Results
The totally fetch CheapCaribbean Vacations event made a splash in top publications including Us Weekly, People Magazine, OK! Magazine and Page Six – generating an estimated 730-plus million earned impressions. The press trip alone delivered over 92 million impressions. Social media coverage posted by package purchasers included 88 posts that produced just under 300,00 impressions and showcased “Mean Girls” fans partying at Grand Oasis’ beautiful resort – all wearing pink, of course!
- Garnered Over 730 Million Impressions
- Secured Headlines With Client’s Name in Us Weekly, OK! Magazine and Page Six
