NEW YORK—We’re all dreaming of getting back to travel, and Booking.com recently provided the perfect place to do just that. To celebrate National Ice Cream Day in July, Booking.com set up a decked-out ice cream truck—complete with a fully stocked ice cream fridge, a milkshake station and an all-you-can-eat topping bar—for a few lucky guests to stay in overnight.
“Booking.com is always striving to provide a vast variety of alternate accommodations and unique stays that are unexpected and eye-catching,” a spokesperson from Booking.com told BizBash. “Since National Ice Cream Day is in July, the activation sought to do something synonymous with summer, so the sweet stay in a decked-out ice cream truck came to life.”
The itinerary for the lucky guests didn’t end with the sleeping accommodations. Guests who were quick enough to book one of two overnight stays on July 17 or 18 could also enjoy a walking tour of ice cream shops in Downtown Manhattan, as well as tickets to the Museum of Ice Cream and other perks. The stay, appropriately, cost $7.18 in honor of National Ice Cream Day.
In addition to comfortable sleeping arrangements and fun branding, the colorful truck was equipped with a fully stocked fridge of ice cream including unique flavors, a milkshake station and an all-you-can-eat toppings bar.Photo: Courtesy of Booking.com
“A recent Booking.com Back to Travel survey revealed that 70% of Americans are willing to give up their favorite vices—like chocolate and ice cream—to go on a vacation when it is safe again to do so,” added the company spokesperson. “With the overnight stay in a fully-stocked ice cream truck, they didn’t have to choose.”
Overall, the team said there were only minor logistical challenges involved in an experience like this. “The biggest challenge in listing a decked-out ice cream truck is that pedestrians on the street, of course, would mistake it for an actual, operational ice cream truck, especially since the truck was parked in New York City's Union Square—a hot spot for ice cream truck vendors,” the spokesperson said. “We ensured there was round-the-clock security so passersby knew it was not currently in operation and so that the guests felt safe for the duration of their stay.”
Booking.com’s U.S. PR agency for over five years, H&S Communications, handled logistics including creative ideation, press communications, influencer engagement, social strategy, build-out and execution of overnight stays. Experiential marketing agency Food Truck Promotions, meanwhile, led up truck fabrication, staffing, and development of several custom ice cream flavors and packaging for a consumer giveaway.
Booking.com has become known for these types of out-of-the-box experiences, even being named one of BizBash's most innovative brands in 2019. The spokesperson credits this creativity to the brand’s focus on research and data when building its activations.
“Our recent Back to Travel survey was illuminating in showing the types of activities that Americans are most looking forward to doing when it is safe again to travel,” they said. “This survey has provided key data findings that laid the foundation for recent activations like the sleepover at the Friends Experience in New York City and our sweet stay in an ice cream truck. And we anticipate Back to Travel findings, along with forthcoming surveys and data, will continue to provide the backbone for many more creative activations to come.”
The truck said it best: Have ice cream? Will travel!Photo: Courtesy of Booking.com
