The goal of Kyriad’s most recent advertising campaign is to increase brand awareness. With a sense of humor, the television spots show a guest who obstinately refuses to leave his room. The conclusion of these films: “You’ll find it hard to leave”.This campaign emphasizes the quality of service and the comfort offered by the brand’s properties.
The number-three economy brand on the French market after Ibis and Campanile, the second economy brand owned by the Louvre Hotels group, Kyriad presents itself as a “two star plus”. This dynamic brand posts one of the strongest growths in revenue per available room on its market. And it can pride itself on a loyal clientele base of amateurs of the brand which lies at the junction of chain hotels and consortia. Nonetheless Kyriad’s image is still unclear to a large share of the public who have not yet experienced “the who says better hotels”. The increase in brand awareness lost ground in the last two years leaving it well behind the two current leaders.Proof, if it may be considered as such, of how well this campaign was perceived is that the Guignols de l’Info, a satire produced by the television station Canal +, did a twist on Kyriad’s ad, attesting to the quality of the advertisement. In their version, President Jacques Chirac refuses to let politicians enter his office, like in the “crowd” spot. Moral of the story: “Elysée, he’ll find it hard to leave”.In order to make up for this image deficit, the two-star brand turned to the media par excellence: television. With a clear goal: attain 15% spontaneous brand recognition versus 11% in July 2006. Kyriad entrusted the agency Ogilvy to mount an ad campaign that would stand out and break away from the traditional cannons of communication for this category. The economy hotel sector is not just a commodity. Competitive rates are an acquired advantage for the consumer. The center of the brand’s target - 25-49 year olds, middle managers on business trips – are hardened travelers and are demanding when it comes to services. But this makes them no less interested in having a new ex perience, one that is emotional thanks to personalized service and superior comfort.Make the client the center of attention, show the modernity of its offer: the Kyriad campaign was des designed to surpass the rational aspect while suggesting the lack of risk in going to the brand’s properties. Kyriad hotels are one-night hotels where life is good. The agency’s tactic is to arouse the sympathy and adhesion of novices and it comes alive through several humoristic scenarios. They reaffirm the brand’s promise: wellness. And that through a masterful demonstration: guests at Kyriad don’t want to leave. Of the four initial scripts, two were retained after a qualitative study involving groups of people who regularly stay in economy hotels.Only one actor plays the Kyriad client in order to maximize campaign recognition. In two of the sixteen- second sketches, the client uses every strategy to stay in his room. In the first film “The mime”, the client carefully avoids being noticed by the housekeeper as she cleans the room. As she leaves the client-chameleon heaves a sigh of relief. The second, “The crowd”, shows a client who obstinately refuses to allow anyone into the room, resetting the lock each time an intruder attempts to open the door. New clients, receptionist, housekeeper: they all try unsuccessfully on up to the property’s director who is surprised he cannot enter with his pass either. Conclusion of the spots: “You’ll find it hard to leave”.A mini web site accessible from louvrehotels. fr and kyriad. fr reinforces these advertisements by offering opportunity to see the spots again and highlighting the brand’s values as well as offering a quiz game to win stays at the Kyriad in Disneyland Resort Paris. Other relays are posters and tracts in hotels inciting guests to participate in this quiz game. In all, it took seven months to develop and create this new adveritising strategy. With its 1 million euro budget, this campaign was broadcast on French television between September 10 and October 6 this year. It aired on both national television as well as thematic stations that are enjoyed by upper socioeconomic groups and it was expected to make 65 million contacts within the brand’s target clientele. The next study of results from this first wave of advertising spots will determine the production of new films, which will use the same actor in order to create a veritable saga.Proof, if it may be considered as such, of how well this campaign was perceived is that the Guignols de l’Info, a satire produced by the television station Canal +, did a twist on Kyriad’s ad, attesting to the quality of the advertisement. In their version, President Jacques Chirac refuses to let politicians enter his office, like in the “crowd” spot. Moral of the story: “Elysée, he’ll find it hard to leave”.
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