TripAdvisor Grand Budapest Hotel Stunt

It seems that even big sites like TripAdvisor can still get link bait right sometimes and remain on brand, get a ton of social shares and still build relevant inbound links for industry blogs and high authority news sites.  TripAdvisor have launched a fictional Grand Budapest Hotel listing located in the fictional Republic of Zubrowka but they have quickly grown from 20 to 50 reviews to the current amount of 124 reviews and will likely continue to grow.  The TripAdvisor listing already managed to be ranked #1 of 1 hotels in The Republic of Zubrowka so there is no stopping their chances of being the one of the top hotels in Hungary at some point soon, which might be interesting for visitors looking to book a real hotel.The Grand Budapest Hotel

While it was originally reported by A.V Club as a potential PR stunt for the UK DVD launch of Wes Anderson’s film “The Grand Budapest Hotel” this seems to be something closer to link bait because the listing is on every localised version of TripAdvisor not just the UK version.  So that rules out the chances that this version is just setup to promote the UK DVD release and there is no mention of the DVD on the TripAdvisor page.

So why would TripAdvisor be interested in creating a specific page for The Grand Budapest Hotel considering it’s a fictional hotel if it’s not related to the DVD launch? So I thought I would look at Google Trends data, what you can see is that the search volumes of “The Grand Budapest Hotel” & “Grand Budapest Hotel” look to be almost as much as the interest in “Budapest Hotel” and far far higher than “Budapest Hotels”.  So it looks to be something of a smart traffic play by TripAdvisor if they can capture even part of this potential search traffic. I would assume that they would have tested the ROI on the head traffic terms listed in the screenshot below before they launched this content page.

Google Trends

 

So how did the link bait campaign work for TripAdvisor?

I thought I’d play around with Moz Fresh Web Explorer to see if I can pick up what links the URL has attracted so far. In the screenshot below you can see the main TripAdvisor.com URL has attracted atleast 16 web mentions since the 8th July 2014.  The localised versions TripAdvisor.com.au and TripAdvisor.co.uk only attracted one additional mention each, showing TripAdvisor.com won the battle for links this time around. I’d think that after a few months MajesticSEO and Moz will show up a far more detailed link graph of just how many links TripAdvisor built due to this campaign.

 grand budapest hotel fresh links

 How did TripAdvisor do with traditional media coverage?

The fictional hotel stunt listing seemed to do ok with some mainstream media picking up the story, I found the a majority of the following sites in Google News that were providing some coverage from a short post for a full in-depth article and several more that were appearing on the first few pages of Google.com

  • PSFK
  • Curbed National
  • Daily Mail
  • Irish Independent
  • Metro.co.uk
  • A.V. Club
  • Indie Wire
  • Bright
  • France TV Info
  • Glamour
  • L’Huffington Post
  • Huffington Post Italy
  • Deadline.com
  • Best Movie
  • Bad Taste
  • InStyle
  • Styleite
  • JOL Press
  • Cosmopolitan
  • Marie France Magazine
  • Orgio
  • Travelo
  • Dalje
  • Métro Montréal
  • Telegraph.co.uk
  • USA Today
  • Joop.nl
  • RelevantMagazine
  • DesignTaxi
  • TravelFreak
  • FlyerTalk.com
  • Veooz

It’s possible that there are a number of more media sites that might eventually pick up on this story over the next few weeks and a lot more that are not going to appear in Google News results.  I would say that this was a rather successful pickup by blogs and media sites as many linked back to TripAdvisor and pretty much ever single post feature TripAdvisor in the article name which is great for driving brand awareness.

How did TripAdvisor stunt do with social media?

It seems that the stunt did far better on social media with a total estimated number of shares on the main TripAdvisor.com URL was 10,148 at the time of posting.  This number could easily continue to increase if more blogs and media sites pick up on the story and if TripAdvisor uses paid media to amplify the number of social shares.  The breakdown of social shares shows that Facebook (9650 engagements) is still the dominate platform followed by Twitter (364 tweets), Pinterest (100 pins), Linkedin (20 shares) and Google+ (14 +1s) coming last.  So I’d say that this stunt was semi-successful on social media but not what I would could a viral success based on the current number of engagements I could find.

What’s next?

I assume that if this works based on TripAdvisor’s past behaviour they will likely milk the hell out of this idea and expand it to cover any number of other fictional TV, movie and song locations such as the following….

  • The Overlook Hotel – The Shining
  • Fawlty Towers – Fawlty Towers TV series
  • Bates Motel – Psycho + Bates Motel TV series
  • The Dolphin – 1408
  • The Hyperion Hotel – Angel TV series
  • Hotel Earle – Barton Fink
  • Hotel Splendide – Casino Royale
  • Majestic Hotel – Dunston Checks In
  • Heartbreak Hotel – Elvis Presley
  • Hotel Babylon – Hotel Babylon TV series
  • The Hotel New Hampshire – Hotel New Hampshire
  • Hotel Splendide – Hotel Splendide
  • Hotel Transylvania – Hotel Transylvania
  • Kellerman’s Resort – Dirty Dancing
  • New York Hotel – Maid in Manhattan
  • Pensione Bertolini – A Room with a View
  • Hotel California – Eagle’s Song “Hotel California”

8 comments

  • I read a lot of interesting articles here. Probably you spend
    a lot of time writing, i know how to save you a lot of time,
    there is an online tool that creates unique, google friendly posts in minutes, just type in google – laranitas free content source

    Editors Note: Akismet cleared this comment, any questions email the spammer wesleylazar@yahoo.com

  • I read a lot of interesting articles here. Probably you spend a lot of time
    writing, i know how to save you a lot of work, there is an online tool that creates high quality, google friendly articles
    in seconds, just search in google – laranitas free
    content

    Editors Note: Akismet cleared this comment, any questions email the spammer briancorbo@gmx.de

  • all the time i used to read smaller articles that as well clear
    their motive, and that is also happening with this post which I am reading now.

    Editors Note: Akismet cleared this comment, any questions email the spammer michalclemente@googlemail.com

  • I read a lot of interesting content here. Probably you spend a lot of time writing, i
    know how to save you a lot of work, there is an online tool that creates unique, google friendly articles in seconds,
    just search in google – laranitas free content source

    Editors Note: Akismet cleared this comment, any questions email the spammer mackenziedickey@bigstring.com

  • You share interesting things here. I think that your website can go viral easily, but you must give it initial
    boost and i know how to do it, just type in google for – wcnu
    traffic increase

    Editors Note: Akismet cleared this comment, any questions email the spammer jeannahutchinson@web.de

  • You share interesting things here. I think that your
    page can go viral easily, but you must give it initial boost and i know how to
    do it, just search in google for – mundillo traffic increase go viral

    Admin Note: If you want to contact this spammer please use thier email danniellemckellar@arcor.de

  • I am in fact thankful to the holder of this website who has shared this enormous post at at this
    place.

    Admin Note: Any questions about this spam comment contact chassidy_crum@t-online.de

  • I do not comment, but after reading through a few of the comments on TripAdvisor Grand Budapest Hotel Stunt.
    I actually do have some questions for you if it’s okay.
    Could it be only me or does it look as if like some of these responses appear as
    if they are coming from brain dead people? 😛 And, if you are
    writing on other social sites, I would like to keep up with anything new you have
    to post. Would you list of all of your shared pages like your linkedin profile, Facebook page or twitter feed?

    Admin Note: Any questions about this spam comment contact michelllloyd@yahoo.com