This word does not exist but can be translated in Pleasure when staying at a Logis… just for one night… or more, to get away from the city hassle, to look for a quiet place or to search for many things to do, to feast while enjoying the good cooking… all of these are part of this new discipline “Plaisirology”. It is a new concept in the vocabulary of well-being, even more it is a state of mind which nourishes the brand, its communication, its services, its values.
Summary _ This communication campaign is in line with the previous one, based on the graphics by the artist Ben and its simple sentences, to break away from the old image of the first hotel consortium in France and to strengthen the process of modernization. The change in visual identity was accompanied by an increased requirement for quality. The campaign brings a new tone, full of humor, expressed by the clients themselves. It breaks the “rural” code associated with Les Logis.This campaign is organized around three main topics: -* The denial of standardized and very common hotels -* The promotion of the pleasure as an experience for the family, among friends or even on a business trip -* The message is sent to a hedonist clientele, in search for diversity and ready to share their discoveries._ The campaign is daring: daring in emphasizing the concept of pleasure, daring in playing on qui pro quo and in using a mass media such as television, with a complementary goal of unifying the network of hotels. The three different TV spots feature three different women with almost unspeakable desires such as curiosity, lust and appetite._ For a hotel consortium, the budget involved is enormous, over 1.6 million euro, three quarters of which were spent on TV and one quarter on the web. Through two consecutive waves, more than 1,000 TV spots were broadcasted, reaching out to 50 million viewers. The campaign was also displayed internationally on the web, thanks to mini sites, in Spain, in the Netherlands and in Italy. It was also on line through the social networks, via Youtube and Facebook, and on Les Logis website. The campaign was sustained with a special budget for adwords on the search engines._ By the end of the communication campaign, 87% of those who saw it really liked it. It generated a desire for more information on the network for 67%, connecting to Les Logis website. It also developed an envy to stay in a Logis or to eat at a Logis restaurant, respectively for 55% and 51% of the viewers who saw the spots on TV. .
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