Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

Candidat - Best Marketing Operation


Campaign - Brighton’s Big Screen

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

ibis hotels partners with the UK’s largest outdoor cinema to engage with millennial minded consumers in a fun environment, aligning the brand with film and music.

ibis hotels - Brighton’s Big Screen
ibis hotels - Brighton’s Big Screen
ibis hotels - Brighton’s Big Screen
ibis hotels - Brighton’s Big Screen

For the last four years, ibis family UK, have partnered with Brighton’s Big Screen –the largest outdoor cinema event in the UK – held on Brighton beach each summer.

This year, the operation is bigger and better than ever with a true 360 strategic approach - activation comprises of experiential live events, digital and social activation and massive PR reach. This initiative brought the brand to life and maximised ROI on budget.

Re enforcing the world wide campaign ‘Rich and Famous’, we created a money can’t buy VIP experience, focusing on the millennial minded generation, aligning the brand with film & music.

All ages enjoy going to cinema and there’s no better way than watching a great film in the comfort of a bed. So we created the ideal unique scenario to watch blockbuster movies within a VIP marquee, on an ibis Sweet Bed with a fantastic backdrop of Brighton’s beach and world famous pier.

Our official launch premiered in the rustic underground arches of ibis Brighton City Centre hotel. Attendees ranged from bloggers, film stars, celebrities and partners to key national and local press. To engage and increase brand awareness, ‘Golden Tickets’ were provided to all media attendees to use for competition purposes within their publications or radio shows. With impromptu celebrity musical performances and screening of the iconic ‘Dirty Dancing’ movie, the event was a storming success and gained an incredible 9.25M reach.

Ticket sales for Brighton’s Big Screen went live mid-May with the official opening on the 10th June, with a 40 metre screen situated in the prime location of Brighton beach. 400 showings of the ‘Rich and Famous’ TV ad and our 9 part YouTube series #inbedwithibis aired before, during & after each film to the 100K attendees.

Guests were able to hire the beds to watch over 30 blockbuster films, the Euros 2016 live or enjoy live performances from the likes of Ray Lewis of the Drifters. 5 unique branded ibis Sweet Beds were designed to emphasise the ibis family logo which were illuminated during night-time screenings.

You didn’t have to be on the beach to recognise our beds!

The VIP experience consisted of a welcome glass of bubbly, fun photo wall selfie, VIP bar, plus popcorn in the comfort of your own ibis Sweet Bed, with all the bedding to make it a memorable event.  Celebrity and film star interviews aired across the UK’s top media providers, BBC, Heart, Sky Sports, reaching 10,9M people

Outdoor media displayed the ibis logo for over 3 miles from ibis Brighton hotel leading to Brighton’s Big Screen.  Further ibis branding was printed on the perimeter walls enclosing the beach event, branded sunglasses, VIP wristbands and on our very own branded vehicle. Whilst on the beach, consumers could purchase everything from popcorn to upgrading their seats to an ibis Sweet Bed via the Hubbub millennial app, creating further brand awareness.

The fun didn’t stop there! Internally the UK pushed staff competitions to win with an overnight stay at ibis Brighton plus the VIP experience. Entrants were asked to create user generated videos taken at their local ibis hotels re-enacting a film scene of their choice. Additional competitions consisted of quizzes and fun facts about the ibis Sweet Bed which grew awareness internally and rewarded our most engaged employees.

To engage millennials and push the ibis Sweet Bed in connection to the event, the UK marketing team created #inbedwithibis - a humorous social series with young actors recreating memorable film scenes in an ibis hotel room. This gained an impressive 76.5 engagement rate and 300K reach.

Further ibis and partner social competitions gave our audience the opportunity to win the ibis VIP experience including an overnight stay at ibis Brighton hotel immersing the hotel locally. The hotel saw an increase of +10pts for SEO ranking & +10pts occupancy +vs. 2015.

We hosted 10 influential millennial bloggers in the ibis VIP areas, including an overnight stay at the hotel which achieved 440K reach

One of top blockbuster moments of the event was securing the UK’s most famous Vloggers, Zoella & Alfie, where their social posts and videos alone, created brand awareness to over 2.1M millennial followers!

As the final credits scrolled and the doors of this fantastic event closed, over 30 press articles were published throughout national and local press. From The Telegraph to the Daily Express we reached 81M readers. This operation was a unique exceptional success with the overall total initiative reaching 150M people.

And… ‘That’s a wrap!’


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