Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

En cours - Best Team Achievement

Marriott (W Hotels)

Campaign - FIRE. SLEEP. FIRE.

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

Local accommodation package leveraging on the fact that W Barcelona is a destination itself and it targets the local audience.

After successfully reopening the property after the pandemic and a rewarding summer period, the hotel entered an uncertain low season back in October 2020 and with it the increasing need of new stories and messages to attract potential guests.

At that time, Barcelona, Spain and the whole World had New rules of the game. Starting with local lock-down and mobility restrictions while restaurants and bars were exclusive to hotel guests and further mobility restrictions like the curfew period from 10pm to 6am. Given the situation, the local community (Barcelona) became the new target audience with completely different  needs, consumption habits and drivers when comparing them to our core target.

Taking advantage of the main drivers for the new target audience such as competitive quality-price ratio, the urgent need to break out as well as socializing (hotels were the only place where to go out for dinner). W Barcelona created the FIRE. SLEEP. FIRE experience with the objective of delivering to the local community the possibility to escape from the lockdown days for at least one night.

The accommodation package included accommodation for two people, dinner and breakfast at FIRE Restaurant, parking and access to GETAWAY Spa area. Priced from275€ `per night.

The communications plan for the FIRE. SLEEP. FIRE. combined Social Media, collaborations with influencers and celebrities, specific press releases focusing on key lifestyle media.

After one year since the package launch the results driven include more than 550K room revenue and more than 300K B&F revenue. Regarding media results the FIRE. SLEEP. FIRE acampaign achieved a total advertising value of 192,529€. Given the package success it has been extended until today.

To conclude, this is a best practice as a result oriented team activation, both on hotel revenue among different departments, as well as hotel visibility. The fact that the package has been extended up to today, shows how profitable it has been.


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