• by Steve McClellan  @mp_mcclellan, July 12, 2021

Berlin, Germany-based online travel booking platform GetYourGuide has launched a national campaign to announce its official expansion in the United States. 

The campaign, from independent agency Gut Miami, is tied to the summer vacation and travel season.  It addresses the crypto community, encouraging it to stop “HODLing Doge to the moon” (the term refers to a long-term buy-and-hold strategy used by investors) and use it to book experiences on earth instead. 

The effort is designed to connect with the interests and habits people have picked up while in pandemic lockdown -- including crypto investing, but also more traditional pursuits like baking and arts and crafts. 

Research found that nearly one in four people plan to use crypto to pay for a part of their future travel. Inspired by this finding, GetYourGuide updated their platform to accept Doge as a form of payment, encouraging those with the cryptocurrency to fund experiences only available on the platform. 

The campaign is anchored by a video that follows “astronaut Caroline” who has decided to stop HODLing and shows her having an awesome time in the sprinkle pool at New York’s Museum of Ice Cream.   

GetYourGuide is launching experiences in about 15 major U.S. cities including New York, Chicago Boston Miami and Los Angeles.  

The campaign includes OOH, digital influencer marketing and organic social media with a focus on Twitter and Reddit, which include forums of Dogecoin investors.