The best hotel room has four wheels
Above the line campaigns 🇬🇧🇳🇱🇧🇪
After the successful last minute campaign in NL in 2023, we started planning our early bookings campaign for the next season.
We prepared above the line campaigns for the UK, the Netherlands and Belgium. We love consistency so of course we stuck to the same idea as the year before: the best hotel room has four wheels. We brought the out of home creative back to that singular idea. It’s strong enough to stand on its own two feet, and makes the creative easier to grasp.
For radio, we first developed a sonic brand identity with Amp Amsterdam and then picked the right voices for each country. In NL we worked with Geraldine Kemper for the recordings, who’s also one of our Instagram ambassadors.
Photos are courtesy of Out of Home Masters, except the one taken at Antwerp Central Station which is insanely beautiful and was shot by our very own Marie.
2025 follow up
Radio, Streaming Audio, Print
Did I say we love consistency? I’m pretty sure I did. But just in case. We love consistency.
So of course we ran the same radio campaigns again in 2025 in all markets, and expanded to Spotify as well. We also added print ads in House & Garden (UK), Volkskrant (NL), Trouw (NL), Parool (NL), De Standaard Magazine (BE) and Billie (BE).
“Terwijl anderen een vakantie lang vastzitten tussen vier muren, trek jij op vier wielen door de bergen, de bossen of langs de kust. Linksaf, rechtsaf, maar nooit saai door het midden.”
“This is the adventure you said you’d go on one day. Guess what? One day just showed up.”
Campaign results
Between 2024 and 2025, the results of this campaign have been (un)surprisingly consistent across geographical markets.
Two outcomes we always see are an increase in our share of search (so branded keywords outperform the competition during the campaign) as well as improved online marketing performance. Results tend to get more cost effective, especially in search, and we’ve also seen indicators that attention duration increases on social.
Read more about how we measure above the line effectiveness and proved campaign effects in the past. Or how and why to set up your first above the line campaign here.