Ibis Megabrand - Brand new Ibis, Brand new campaign
2012 is the year that the Accor group, leader of the economy hotel industry- encompassing 3 brands and over 1600 hotels across the world, started to set new standards for its industry.
Summary _ lt is an unprecedented brand-building initiative, with the launch of the ibis family - the new global leader of economy hotels- comprising 3 brands: ibis, Etap Hotel (which has become ibis budget) and Ali Seasons (which has become ibis Styles). ibis has also modernised the visual identity of ali 3 brands, with a common factor: a pillow. The product offering is drastically revitalised with 'best in class' new bedding. New lobbies have been designed for beth ibis and ibis budget. And finally this campaign is a truly integrated and globallaunch, marking the birth of the ibis family as the first worldwide event in the economy hotel industry._ To make this business leader also a thought leader, ibis created a new global advertising campaign to raise enthusiasm and world awareness about the change the brands are undertaking. This campaign aims to shift the brand from functional excellence to a deep emotional bond with our customers, whilst clearly positioning each ibis brand. _ The creative idea of the campaign focuses on the ambitious promise of 'weil being'. To illustrate this idea, we came up with the 'Happy Sleep' concept: people sleeping and smiling- the ultimate proof of feeling good in a hotel._ A happy sleep is the core promise of the hospitality category and th us a true mark of thought leadership. Furthermore it's a strong commitment to our consumers and a way to encompass ali our initiatives (especially the new bedding) beyond sheer functionality and to reach customers on a more emotional level. _ To support this original concept, we've developed a 360° communication campaign to spread our universal creative idea: from print to digital, from PR initiatives to in-hotel communication._ Please tell us why do you think you should win?_ The new ibis advertising campaign is running in 56 countries across the globe simultaneously: a scope never seen in the economy hotel category! 5 continents will discover the same campaign, at the sa me time. Such a simple campaign, focusing in an emotional way on core elements of the segment has never been done before. We chose the world-renowned photographer Martin Parr to help us bring to life the Happy Sleep idea in a striking and contemporary way. We created an integrated campaign from outdoor to digital, including TV, in-hotel advertising, press, etc .. .. and even launched a brand new universal e-booking website for the 3 brands- ali in just one year. This campaign will reach an unprecedented 2,700 million people using digital media, billboards, TV ~dvertising and press advertising.
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