In an age where cities are becoming the new countries, Design Hotels™ believes that neighborhoods are definitely the new cities. We want our guests to feel like insiders and not just regular tourists.
Summary_ In an age where cities are becoming the new countries, Design Hotels™ believes that neighborhoods are definitely the new cities. We want our guests to feel like insiders and not just regular tourists. “Hyperlocality“ is a major trend in tourism. Travelers are increasingly seeking unique experiences off the beaten track that cannot be found in standard travel guides. They are abandoning main tourist attractions in favor of more intimate adventures in individual neighborhoods. With their strong local connections and their authentic approach to hospitality, we are convinced that the hotels in the diverse and varied Design Hotels™ portfolio are the very best places to discover some of the most vibrant neighborhoods in the world. This is the core message of our campaign “Welcome to the Neighborhood!”_ The campaign strategy was developed based on the results of an extensive consumer survey with more than 4,000 Design Hotels™ guests. The campaign is perfectly oriented towards the Design Hotels™ target group: Our guests prefer travel experiences that are relevant and meaningful and that allow them to explore local cultures and lifestyles. They expect the employees of our member hotels to intimately know their neighborhood and to be able to deliver unforgettable local experiences._ The international consumer campaign was created and implemented in-house by the Design Hotels™ creative team over a four-month period in the second half of 2011. It was officially launched with the release of the Design Hotels™ Book, Edition 2012 during the ITB Berlin in March 2012._ The campaign was promoted through a large-number of communications channels ranging from our websites and newsletters to our trade fair stand, from printed “Neighborhood Maps” available in our hotels to a Facebook neighborhood game, from a guerilla-style poster campaign to films about selected neighborhoods. All campaign messages reflect and reinforce the Design Hotels™ brand values: passion, innovation and responsibility._ Why we should win_ (1) The campaign highlights a core asset of our hotel portfolio: The strong local integration of our member hotels. _ (2) The campaign message is perfectly in line with our guests’ expectations and aspirations as identified through our consumer survey. _ (3) The campaign as a strong and unmistakable visual identity while being flexible and easy to adapt over a wide range of communication channels. _ (4) It is a multi-channel campaign that employs a wide range of communication instruments both above the line and below the line. _ (5) The campaign is a testament to the creativity and innovative power of our team as it was envisioned, designed and executed entirely in-house.
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