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100 Years of Great Weekends

Campaign & Microsite

Toga Far East Hotels (TFE Hotels) saw an opportunity to cement itself as the authority when it comes to the weekend with an offer no one could refuse – the opportunity to win 1 of 52 weekends away. Together, we developed a digital-led campaign around this.


We discovered that the modern 2-day weekend is just short of a century old, and with this insight, created an inspiration gallery for people to celebrate the past 100 years of great weekends.

Users post pictures from their greatest weekend for the chance to win one of the weekends away. Hotel information, contextual deals and offers were integrated into the gallery content. Printed collateral, banner ads, and EDMs sent by partners Virgin Velocity and CareerOne further bolstered the campaign.