Viral route for has entered the world of viral marketing with a campaign to promote the premium category hotels in its portfolio.

Visitors to the site in the UK will be greeted an extensive banner ad campaign urging them to try a digital scratch card on

Each scratch card will potentially hand the user a five-night stay in Paris, Milan, Tenerife or Switzerland.

The viral marketing campaign, a first for Expedia-owned, will also be heavily plugged on other site networks during December.

IPT, Euromiles, Mutualpoints and Pigsback have signed partnerships with to seed the activity. CRM manager Martin Allen said: “We want to see what we can do with the activity to create engaging marketing activity that delivers our marketing messages whilst providing compelling incentives for our users to get involved with the brand.”

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