Louvre Hotels GroupPremière Classe Hotels upset the advertising habits of budget hotels. Première Classe is launching a large-scale TV and web campaign that breaks away from the usual advertising habits of the budget hotel sector. While the market is limiting itself to functional advertising based on product pricing and features, Première Classe distinguishes itself with aspirational communication of its views on the "essentials" of hotels and sleep.
Summary _ In retelling the tale of Sleeping Beauty in a humorous and original way, the brand surprises and brings its promise of "The essential for a good night" to the fore._ By surfing over no8ons of pleasure and relaxa8on on an off-?beat and humorous tone, Première Classe wants to reinforce the spirit of complicity with its clients and create preferences._ One year aKer launching its new positioning - "The essential for a good night" - the budget hotel brand of the Louvre Hotels Group goes to the next level with a TV advertising campaign that breaks away from the usual fare of this market. In contemporary and off-?beat 3D parody movie, a Sleeping Beauty sleeps so well in a Première Classe hotel that she can't be woken up, not even by the most charming of princes. On the basis of this scenario, in a premium realisation, the brand intends to emerge and stand out in a market that has trouble moving away from the usual "Price/Product" arguments._ Launched on 22 July, the TV commercial was broadcast on TF1, France Télévision, French digital TV (TNT) and Canal+, the campaign has a catch-?up on the web and on Facebook. In this way, clients will be able to find the bloopers, and of course Sleeping Beauty's Facebook page as well as Prince Charming, with his steed and Snorer!_ The 240 proper8es of the hotel chain are also taking part in this campaign by offering an original and unique book of fairy tales to their clients, to spend the very best of nights: Once upon a time in the Year 2012 …_ Please tell us why do you think you should win?-* A new creative personality for Première Classe. -* A contemporary and off-?beat 3D parody movie -* Daring to think bigger, more up-?to-?date, more beautiful
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