In 2012, the Accor group began to implement new standards for its business with the creation of the ibis family. Consisting of three brands, ibis, Etap Hotel (now ibis Budget) and All Seasons (now ibis Styles), it represents more than 1,600 hotels worldwide.
To accompany the launch of the new family, ibis decided to modernize the visual identity of the three brands with a common denominator: a pillow. Beyond visual identity, the whole product was completely revitalized with the new « Best in Class » bedding and new lobbies for ibis and ibis Budget. It was thus necessary to undertake an extensive campaign to mark the birth of the new ibis family internationally. The brand thus created a new €30 million global advertising campaign to highlight the change and create some attachment. The campaign is based on the ambitious promise of «well-being» at a hotel. And to illustrate this notion, the group developed the «Happy Sleep» concept: customers who smile in their sleep as the ultimate proof of well-being at a hotel. A «Happy Sleep» is the hotel industry’s primary promise, a strong commitment to consumers and a means of including all the group’s initiatives (in particular new bedding). To support this original concept, Accor developed a 360° communication campaign to spread its universal creative idea to 56 different countries: from print to digital, from PR initiatives to in-hotel communication.
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