This spring, Dayuse answered that question with its largest international Out-of-Home (OOH) campaign to date. From the Paris Métro and London's commuter network to Manhattan's digital screens and Singapore's bustling CBD, we brought the Dayuse brand into the heart of everyday movement.
Powered by a mix of large-format OOH advertising, digital screens, social media, and partner communications, the campaign was built to put flexible hotel experiences in front of the right audiences, strengthen our brand presence, and help drive demand for our hotel partners.
The Campaign at a Glance:
Four coordinated city campaigns rolled out between May and early June 2025, each tailored to its local audience but unified by a single idea: daytime hotel experiences are for everyone, everywhere.
How it Unfolded:
One Global Message, Four Local stories
Running a coordinated international campaign is easy to describe and genuinely hard to execute well. Each city has a different rhythm, a different type of traveler, and a different relationship with the concept of daytime hospitality. Here's how we approached each one.
Paris: Turning the Commute Into an Invitation
Paris was the campaign's anchor, and there's no better canvas than the Métro. Millions of Parisians, remote workers, business travelers, and tourists pass through those corridors every single day — and for three weeks in May, they passed through ours.
The timing was deliberate. Spring in Paris creates a unique cocktail of demand: locals itching to get to a rooftop or a pool, business travelers stacking meetings across the city, tourists wanting a proper midday reset, and remote workers who've discovered that a hotel lobby beats a Haussmann apartment for deep work. The campaign leaned into all of it.
This year's Paris campaign was also part of a coordinated international effort — a first for Dayuse — meaning hotel partners in Paris weren't just benefiting from local visibility. They were part of something bigger. The result? A 26% booking uplift during the campaign period, building on the 20% increase in new customers we saw in 2024. The Métro delivered.
London: Making the Case for TRevPAR
Paris was the campaign's anchor, and there's no better canvas than the Métro. Millions of Parisians, remote workers, business travelers, and tourists pass through those corridors every single day — and for three weeks in May, they passed through ours.
The timing was deliberate. Spring in Paris creates a unique cocktail of demand: locals itching to get to a rooftop or a pool, business travelers stacking meetings across the city, tourists wanting a proper midday reset, and remote workers who've discovered that a hotel lobby beats a Haussmann apartment for deep work. The campaign leaned into all of it.
This year's Paris campaign was also part of a coordinated international effort — a first for Dayuse — meaning hotel partners in Paris weren't just benefiting from local visibility. They were part of something bigger. The result? A 26% booking uplift during the campaign period, building on the 20% increase in new customers we saw in 2024. The Métro delivered.
Singapore: Building a New Habit From Scratch
Singapore marked Dayuse's first major OOH activation in the market, making it one of the campaign's most exciting milestones. Rather than simply increasing awareness about just Dayuse, the objective was to introduce many consumers to a new way of experiencing hotels during the day.
With 458 digital and static displays across the CBD and premium residential areas, the campaign reached key audiences including business travelers, expats, layover passengers, and local residents seeking flexible luxury experiences.
While booking performance was influenced by the simultaneous introduction of booking fees, the campaign successfully established strong visibility and laid the groundwork for long-term growth in a market that is naturally aligned with the Dayuse proposition.
New York: Capturing the City That Never Stops Moving
If Paris showed us that a well-placed poster can become part of someone's daily rhythm, New York reminded us that digital screens in the right locations can do something even more immediate: they reach people in the exact moment of need.
Manhattan doesn't sit still. People are perpetually between things — between boroughs, between meetings, between JFK and the Midtown client lunch. Eighty digital screens placed across high-traffic zones meant Dayuse was visible exactly when convenience was the deciding factor. The result was a 26% booking uplift, matching Paris and significantly outperforming London in this cycle.
Context matters here too. Dayuse's Valentine's Day campaign in New York last year delivered +31% year-over-year booking growth. That was a specific, emotional occasion. The spring campaign achieved comparable uplift through pure daytime demand — pool days, spa breaks, rooftop moments, in-between-meetings rooms. It validated that New York's appetite for daytime hotel experiences isn't event-driven. It's structural.
The Uplift in Numbers:
Across the three markets where we could cleanly measure OOH impact, the campaign generated a 23% average booking uplift. (Note: Singapore's result was impacted by the simultaneous introduction of booking fees — a confounding factor we're separating from OOH attribution in our analysis.)
When OOH Meets Social: The Digital Multiplier
Out-of-Home advertising used to stop at the street. Today, every poster and every digital screen is a piece of content waiting to be amplified — and that's exactly what happened here.
Each city activation was paired with LinkedIn campaign posts, hotel partner communications, organic social content, and employee advocacy. The Singapore launch post alone reached millions across print and digital simultaneously, turning a physical display campaign into a multi-channel content moment. Hotel partners shared the campaigns. Our team reposted activations. Organic reach layered on top of paid impressions.
Each stage reinforced the next. The physical campaign made Dayuse visible. The digital layer made it shareable. The partner communications made it actionable. And when hotel partners opened their availability, the demand converted.
How We Measured Success
A campaign this multi-market and multi-channel needed a measurement framework that could handle complexity without losing clarity. Here's how we looked at impact across the funnel.
What All Four Cities Had in Common
Different audiences, different formats, different market maturity — and yet the same underlying trend showed up in every city: people are increasingly looking for flexibility in how they experience a hotel. Not an overnight stay necessarily, but access. A few hours in a pool. A productive morning in a lounge. A rooftop at sunset.
The blurring of work, travel, and leisure isn't a post-pandemic trend anymore — it's the baseline. Business travelers extend their day into a spa; remote workers turn a hotel lobby into a proper office; Parisians treat a rooftop terrace like a weekend destination without leaving the city. Dayuse sits at the intersection of all of it, and this campaign put that positioning in front of millions of people who were ready to hear it.
