Lauréat - Best Advertising Campaign
Campaign - A bad day deserves a good night, with B&B HOTELS
The B&B HOTELS campaign illustrates bad days in everyday life that deserve to have the inconvenience stop at the hotel room door.
A B&B HOTEL is not a hotel where you go on holiday to experience unique moments. It is a functional, conveniently located hotel, a hotel where you stay when you are on the move.
To be effective, and to set itself apart from the competition, it is essential for B&B HOTELS not to deny the reality of its specific customer functionality, and to assume its status as a hotel for people passing through, as a hotel for limited purposes (business, family or friends travel).
Assuming this role is also an opportunity for creating an emotional bond: B&B Hotels’ guests' trips are usually functional, and when the hotel minimises the inconvenience and knows how to put a positive spin on it, there is much to be grateful for.
This is the core of our positioning:
a bad day calls for a good night's sleep.
Throuh this honest positioning and without over-promising, it is then possible to talk about what matters above all in a hotel: the product, the quality of the bedding, the breakfast, the services, the warm welcome.