Sales & Marketing

Travel business makes majestic marketing move for Beauty and the Beast

3 min read

10 February 2017

Former deputy editor

Disney’s Beauty and the Beast is soon released as a live-action adaptation, so travel business HomeAway has made a majestic marketing move to mark the return of the romantic fantasy musical.

The animated Beauty and the Beast film is adored the world over and was released back in 1991. But in keeping with its tradition to revive classic cartoons as live-action movies, Disney has given Beauty and the Beast an overhaul for the 21st century.

Starring Harry Potter’s Emma Watson as the titular Beauty and Dan Stevens as the Beast, with the likes of Ian McKellen, Emma Thompson and Ewan McGregor in tow, the film is released in cinemas across the UK from 17 March.

And to mark the Beauty and the Beast return, HomeAway is showcasing its holiday rental service with a marketing move of majestic standards.

With a prize draw open until 31 March 2017, the travel business is offering the chance for one lucky individual the chance to win a five-night stay in a Scottish castle – accompanied by 20 guests.

The royal stay will take place at the Duns Castle, with travel arrangements to the 14th century abode also taken care of.

Although travellers from across the UK will be hoping to win, there will also be entries accepted from France, Germany and the US, making the marketing stunt truly one of the Business Class variety.

Duns Castle in its entirety will be accessible only to the group of 21, who will have 1,200 acres in which they can recreate scenes from Beauty and the Beast to their hearts’ content.

Duns Castle Beauty and the Beast HomeAway

Tickets to the LA world premiere of Beauty and the Beast are also up for grabs

Castles seems to be all the rage for travel brands looking to make a commercial impact. Airbnb developed one of the most impressive Halloween campaigns of 2016 as it offered a stay at Dracula’s castle in Transylvania.

“Our mission at HomeAway is to help families and groups make unforgettable holiday memories and to #BeOurGuest with this once-in-a-lifetime opportunity,” said Steve Stamsta, VP of global brand for HomeAway.

“Whether staying in one of our hundreds of castles spread across the world, or even in a simple beach bungalow, we provide more than two million unique places to stay and help travellers to get HomeAway from it all.”

If you thought that was enough, HomeAway is also offering a group of four the chance to win tickets to the Beauty in the Beast world premiere in Los Angeles.

Again, travellers from across the UK, France, Germany and the US can enter, although the draw for this closes on Tuesday 14 February (Valentine’s Day).