Americans were wasting their vacation days. We thought we had a few good ways for them to cash in.

We launched this campaign by targeting the overworked, under-appreciated masses where they lived – online. We rolled out the website first, then traditional print and television drive traffic to the site. A coordinated social campaign and PR initiative promoted proprietary research about the benefits of employees taking their vacation days. We followed this initial push with social, digital and out of home executions.

For a campaign created in a day and placed in only one print location, and on our social channels, we received over $23 million in press coverage. Anchors held up the ad. Major outlets retweeted, reposted and lauded the response. Our hashtag took off in a matter of hours and did especially well in the UK, where Brits gave us props for defending their favorite bad boy.