The Scoop: How Expedia got millions of TikTok views and a WaPo article for $4,700

Seattleite Ben Keenan took to TikTok on a gray February day to muse that it might be cheaper to live in an all-inclusive resort than in the Emerald City.

Expedia came across the video and offered to pay for him to find the answer to this very serious question. They paid $4,700 to put Keenan up at a Mexico all-inclusive for 27 days while he documented what he did, what he ate and tracked every dollar of value he wrung out of the resort.

The result? Millions of views on videos mentioning Expedia and a write-up in the Washington Post with four brand mentions and a spokesperson quote.

“We discovered Ben while scrolling on TikTok, and we couldn’t help but take him up on his challenge,” an Expedia spokesperson told the Post.

Now, to be fair, this likely did cost Expedia more than just $4,700; Keenan is a travel influencer and expert by trade, and likely was paid for his time in addition to his accommodations.

Why it matters: This campaign perfectly demonstrates how social listening can lead to social influencer partnerships and great traditional media relations.

By paying attention to what was buzzing on TikTok, Expedia found a perfect opportunity to insert their brand in a way that made sense: Expedia helps you book affordable travel. Keenan was talking about travel being even more affordable than real life. It’s a no-brainer hook.

The buy-in for his accommodations was low (again, notwithstanding additional fees for Keenan’s time), and it kept Expedia in the conversation for more than a month. Then, Expedia’s savvy partnership with traditional PR earned the write-up in the Post. Of course, Keenan is the star of the article, as he should be, but Expedia is mentioned more times than the actual name of the hotel itself.

This campaign is a perfect example of how all aspects of public relations, both traditional and digital, can work together to truly capitalize on a moment in a way that makes sense for audiences and earns positive brand recall. Well done to the Expedia team.

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Allison Carter is editor-in-chief of PR Daily. Follow her on X or LinkedIn.