Represented by Coro Ortiz De Artinano, Director Brand Content & Global Marketing, the chain ibis Styles received the Best Marketing Campaign Award for a hotel brand at the 16th edition of the Worldwide Hospitality Awards.
Launched in collaboration with more than fifty designers to promote the innovative positioning of ibis Styles in the design sector, this innovative marketing operation allows the brand's guests as well as the general public to win the best creations by designers found at these hotels. By substituting the value of these works with a price in "likes" on Instagram, "a social network that favors an aesthetic and visual approach [...] that is fully coherent with the brand's DNA," the campaign Capture ibis Styles was very successful in terms of traffic and two commitments. It allowed ibis Styles to reaffirm its design positioning and gains significantly in visibility in all the countries targeted for the campaign: Germany, Spain, France, Italy and the United Kingdom. After a very positive public campaign, Capture ibis Styles also one the anonymity from the public at the Worldwide Hospitality Awards. (read report)
Starwood Hotels & Resorts and New Hotel also climbed up among the finalists. Represented by its ceo Steven Bak, the chain New Hotel also chose Instagram to grow brand awareness. The operation consisted a photographic exhibition and encouraged interaction with both the on-line and off-line community through different events. The campaign began in May and was followed by an "Instagram weekend" in Marseille in June during which the group invited key subscribers from France and Spain. (read the dossier).
Represented by Doriana Manzella, Digital Brand Marketing Specialist, the brand from Starwood Luxury Collection Hotels & Resorts (Europe, Africa and Middle East), meanwhile, launched a new website to valorize the passions of the brand and its customer target. The "Hotel Stories" campaign showcases the unique character of the brand and personal experiences, allowing the visitor to discover in a more intimate way each of its hotels and destinations. The results were very positive in terms of traffic, with close to 80 million visitors. (read the dossier)
Other candidates for the category in 2015 also deserve a glimpse:
- The N°1 Resort Club in France, Belambra, and the online dating leader, Meetic, combined their savoir-faire and organized the first vacation week combining Fun, Ski and meeting. (read the dossier).
- To increase its awareness in Russia, ibis implemented Street parties. The purpose is to combine Street art, the brand, and the new street food concept by Ibis Kitchen for and innovative communications campaign. (read the dossier).
- With the "The Six Friends Theory" campaign, Mercure launched the challenge to verify the theory of six degrees of separation, according to which no more than five people separate any one person from another on the planet, by connecting two people with a world of differences. (read the dossier).
- For more than ten years, the Hôtel Métropole Monte-Carlo has reinvented itself using incredible scenography that keeps in step with the seasons through floral arrangements inspired by both sculpture and décor. (read the dossier).
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