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Creativity is the key to a successful communication campaign

Communication campaigns are everywhere: on our computers, on our phones, on television, on the street and in transport. It is therefore increasingly difficult to attract attention and, above all, to make an impression in such a promotional tidal wave. This means that hospitality professionals have to work harder and be more creative to get their message across and above all to make it stand out from the rest. Humour, a captivating aesthetic and a committed message are all creative elements that enable the creation of a unique and successful communication campaign.

Get Real - Experience It ALL by Accor was launched following the pandemic, which had a profound impact on our lifestyles and behaviour. Social distancing was the order of the day, so we had to relearn how to resume an almost normal life, a real challenge. Accor has therefore launched a communication campaign based on video tutorials with the stakeholder Neil Patrick Harris giving advice to facilitate the return to the real world after a difficult year. The campaign is intended to be very humorous, tackling a topical issue in a light-hearted and offbeat way.

Première Classe, l’essentiel pour ceux qui vont à l’essentiel by Louvre Hotels Group is a campaign that highlights the simple services that make guests happy when they need to relax: a bathroom in the room, a comfortable bed and even rooms designed to sleep three people. The video shows rugby players playing and sitting in their room at night enjoying the comfort it offers after a hard day.

Experience the grandest of feelings by Fairmont Hotels & Resorts is a global brand campaign that pays tribute to the brand's historic origins while conveying a refreshed vision. The aesthetic of the video is highly refined and consistent with the brand's luxurious values, with the brand's various hotels merging with vast natural landscapes to create a sense of blending between dream and reality.

Unveil the world by ALL Accor Live Limitless is a campaign created just after emerging from lockdown to encourage people to travel the world again after months of deprivation. A veil is drawn over famous landscapes and monuments around the world, inviting us to come and (re)discover them.

A bad day deserves a good night, with B&B HOTELS is a campaign based on the reality of everyday life that explains that we deserve to sleep well after a bad day. The tone is resolutely humorous but a societal message is conveyed through the denunciation of sexism in the second spot. B&B hotels are not places to stay but rather passing places where people are looking for functionality and comfort, and the brand has decided to assume this role by highlighting its assets rather than producing a more aspirational campaign.

Restaurants Reopening MGallery x Oxmo Puccino was an opportunity to celebrate the reopening of the brand's restaurants after the many months of administrative closure with a video in collaboration with the lyricist Oxmo Puccino. The artist wrote the poem "Ensemble" especially for this occasion and is seen declaiming it in the restaurant Le Louis Versailles.

100 Hours at W Barcelona by W Hotels was a campaign that used Instagram as the only platform to celebrate reaching 100K followers on the @wbarcelona account. A competition was launched by the group for the occasion. The prize was a 100-hour, four-day stay in the Extreme WOW suite for four people, with different gastronomic, spa and music experiences.

Re-discover your passion with ALL x Paris Saint-Germain is a digital cartoon campaign to celebrate the return of football to the Parc des Princes for the 2020/2021 season by showcasing the new Paris Saint-Germain jersey and the Group's various hotels around the world. The cartoon shows the famous players of the football club passing from country to country.

Room Mate Hotels creates its biggest giveaway prize is a contest carried out on the brand's social networks with the biggest prizes ever offered by Room Mate Hotels: 3 free stays during the summer of 2021, from June to September, in one of its establishments. A successful campaign that increased the brand's visibility.

Reveal Cobrand Payment Card by ALL & VISA is a unique campaign: to unveil the new ALL-VISA bank card, created in partnership with BNP Paribas and VISA, Accor has put on the biggest drone show ever seen in Europe. We follow the journey of the drones, which start from several of the Group's Parisian establishments and end up meeting in the sky at nightfall to reveal all the advantages of this card. The show ends with a QR code to learn more about this new product.

 

Nota Bene: The HON editorial team highlights and values the entries submitted for the Hospitality Awards 2021 in complete independence from the competition itself, which is governed by precise rules. This in no way prejudges the outcome of the specific process of nominating finalists or winners, which follows the rules of the competition through the examination of the entries by a jury followed by a sworn bailiff and live voting on the day of the ceremony. The abundance of initiatives submitted during this 21st edition is a fine illustration of the efforts made by the profession in the face of the crisis and it was important for us to share them with you.

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