At least for Halloween weekend, the Addams Family mansion is on the market—in Brooklyn’s Clinton Hill neighborhood.
Booking.com and MGM Studios resurrected the famous 1313 Cemetery Lane abode, where guests can pony up $101 per night to stay in Gomez and Morticia’s iconic home. Visitors spending the night in the 19th-century walk-up that’s been transformed into the Addams Family house can sleep soundly in Wednesday’s guillotine bed, poke at more than several of Gomez’s hanging sabers or summon demons from a Ouija board, branded of course by Booking.com. Adweek spotted more than a few (plastic) snakes and cockroaches littering the floors. Be careful when you lift the butter dish. There’s even a backyard equipped with a mattress fortress for Uncle Fester.
“What we want to do with these fun accommodations is really inspiring people. Of course, you can book in a standard hotel, a nice hotel, but there are other experiences that you didn’t even know we offered,” said Booking.com’s CMO and svp, Arjan Dijk. His team spent just under a week flipping the brownstone to replicate the movie.
Booking.com is no stranger to experiential marketing.
Last May, the travel site teamed with Sony Pictures to recreate the Men in Black HQ, available for several nights in London. In August, Booking.com added a night in a sandcastle for National Sandcastle Day at Luna Park on Coney Island.
In fact, it’s a trend across the entire travel industry, as brands have jumped at the opportunity to offer immersive experiences. Earlier this month, nostalgic ’90s kids could spend a night at the Lisa Frank Hotel, courtesy of Hotels.com. Whiskey lovers can spend a night in Jim Beam’s distillery, and Barbie fans can room in her “Malibu Dreamhouse,” both courtesy of Airbnb.
The partnership with Booking.com is all part of an Addams Family advertising blitz, which has seen the film’s characters and aesthetic plastered on everything from IHOP pancakes to Hershey’s candy. Although the film was released earlier this month, it’s clearly relevant during Halloween weekend.