C'est Magnifique! HomeAway takes "Pop-up" to a Higher Level.
Experiential pop-ups have helped brands make enormous PR splashes throughout the past several years. Companies are focusing on creating opportunities for consumers to "experience" their brands rather than leading with traditional advertising campaigns.
The vacation rental marketplace HomeAway is taking the "pop-up" concept into unchartered territories -- the Eiffel Tower. The company is giving away the chance to spend a night in the Tower to four lucky contestants. HomeAway will construct a 2,000 square-foot living space inside of the Tower's first floor that will offer spectacular views of other Paris icons like the Grand Palais, Sacre Coeur, and the Arc de Triomphe. How do you participate? It's easy -- simply explain (in 140 characters or less) what you "would do if the Eiffel Tower Apartment was all yours for the night".
Sound like a familiar concept? That's because Airbnb hosts a similar promotion called "Night At" that offers "iconic spaces" for one-night stays. In fact, they gave away a night inside of a shark tank at the Paris Shark Aquarium earlier this year. Paris is Airbnb's largest market, with 40,000+ listings on its site.
It's clear that HomeAway needs to make a name for itself in Paris to contend with its well-known rival. The pop-up is part of a larger marketing campaign for the company to advertise and promote its services during the EUFA Euro 2016. Though it's not an entirely original concept, the contest offers a truly unique experience that has people talking. You certainly own some bragging rights for being the first to sleep inside of the Eiffel Tower in its 129-year history. The pop-up campaign also proves that HomeAway is still a key player in the vacation rental market. After all, it can't be that easy to convince Paris officials to allow for construction inside of its most famous landmark.
Click here to enter the contest.