# Branded Festival Pop-Up Motels Fosters and Airbnb Created a Pop-up Motel at Finland's Provinssi By Rebecca Byers | Published 2015-05-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/provinssi References: [airbnb](https://www.airbnb.ca/rooms/6125504?locale=en) & [fosters.fi](http://www.fosters.fi) Provinssi is an annual music festival hosted in Finland's Seinäjoella that this year will boast a pop-up motel thanks to an exciting campaign from Fosters and Airbnb. The Fosters No Worries Motel pop-up was created by 358helsinki, a Finnish creative agency tasked with promoting the Australian lager at the country's many summer music festivals. Available for booking on Airbnb through a charming "No Worries Ambassador to Finland" named Louis for anyone with a Provinssi ticket, the pop-up motel is fashioned inside a shipping container boasting the signature Foster's shade of blue. The motel suite is outfitted with floor-to-ceiling Foster's branding including the towels, toothbrushes and bedding. The unique Foster's No Worries Motel inside the Provinssi festival grounds is a clever way to create a memorable experience within the large millennial demographic at the fest. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 91% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Branded Festival Experiences:** Creating branded pop-up motels at music festivals is a disruptive innovation opportunity for brands to engage with millennials and create memorable experiences. - **Collaborative Marketing Campaigns:** Collaborating with Airbnb to create unique pop-up motels offers brands a disruptive opportunity to reach new audiences and enhance their brand image. - **Event Hospitality Services:** Providing pop-up motel services at festivals presents an innovative opportunity for the hospitality industry to cater to the needs of festival-goers and enhance their overall experience. ### Who This Affects Most - **Beverage & Alcohol:** Brands in the beverage and alcohol industry can leverage the concept of branded pop-up motels to connect with consumers and promote their products in a unique way. - **Travel & Tourism:** The travel and tourism industry can explore opportunities in providing pop-up accommodation options at events and festivals, offering an alternative experience for travelers. - **Event Management & Marketing:** Event management and marketing companies can capitalize on the trend of branded festival pop-up motels to create innovative campaigns and attract sponsors for their events. ## Related on Trend Hunter - [Beer-Branded Fictitious Record Labels](https://www.trendhunter.com/trends/coors-light-records.md) - [Refreshing Festival Activations](https://www.trendhunter.com/trends/mitchum-fresh-factory.md) - [Experimental Film Motels](https://www.trendhunter.com/trends/mountain-dew-borderlands-motel.md) - [Nostalgic Soda-Inspired Suites](https://www.trendhunter.com/trends/time-travel-travel-agency.md) - [Interactive Hard Seltzer Bars](https://www.trendhunter.com/trends/white-claw-wave-of-summer-bar.md) - [Music Ticketing Campaigns](https://www.trendhunter.com/trends/fix-tixflation.md) - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Music Experience-Focused Beer Campaigns](https://www.trendhunter.com/trends/heineken-house.md) - [Nostalgic Motel Campaigns](https://www.trendhunter.com/trends/retro-beach-motelier.md)