Some took to the bed this weekend to catch forty winks following their Thanksgiving turkey fiesta, but in downtown Toronto, others were doing just the opposite.

This past weekend, Hotels.com set up a giant-size bed in the middle of Yonge-Dundas Square for visitors to pose for photos. Images of participants jumping off of the branded bed were taken in front of a green screen to show them in one of five famous international destinations. They were then uploaded to the brand’s microsite and shared on social media for people to vote for their favourite image. Consumers were also entered into a draw to win a free hotel stay anywhere around the world.

The stunt was executed by EventStyle (a promotions agency with offices in Toronto and New York) and Taylor Cole, director public relations and social media, Hotels.com, tells MiC that the brand first took its travelling bed to Edmonton and then Times Square in New York, with Toronto being the third stop on the tour. She notes that there are plans to visit more cities across North America.

The “bed-venture” is a celebration of the brand’s Welcome Rewards loyalty program, which allows members to redeem free hotel nights in over 85,000 destinations, says Cole. “It really gives people a visual perspective of all the places they can stay,” she says. “And it’s really just a fun way to illustrate how easy it is to book rewards.”

Earlier this year the brand announced its new positioning of “Find your perfect place” and Cole explains that the experiential stunt is an extension of the new Hotels.com brand, providing consumers with the ability to find their perfect place anywhere in the world through engagement with its representatives. “We really noticed that our customers have a passion for travel and this year we talked about it being the traveller’s year. Whether cuisine, arts or entertainment, we’ve really tried to help them find their passion,” she adds.