Luxury Rental Platform Plum Guide Uses Death to Drive Bookings
Photo Credit: An image from Plum Glide's marketing campaign reminding travelers they have limited time to book vacations. Plum Guide
Skift Take
Brands can see risky marketing campaigns pay off — if they manage to strike the right chord between creative and controversial, like Plum Guide did.
In a departure from the typical rose-tinted travel campaign, luxury rental booking platform Plum Guide sent individuals dressed as grim reapers around London this month with the stark message "The End Is Nigh" around their cloaks.
The mortality-themed campaign has ruffled feathers on social media, but Plum Guide's unconventional marketing approach is paying off. The London-based company reports, while spending one-fifth of its marketing budget, sales have increased more than 175 percent from this time last year as well as word of mouth recommendations more than doubling during the same period.
“We have a unique pr
