Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

Candidat - Best Marketing Operation


Campaign - IbisPLAY - Live Like A Rockstar

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

ibisPLAY is an online content hub that provides guests with local music entertainment experiences within the music “playgrounds” that surround each ibis Hotel.

Situation analysis

In 2014 the youth audience was identified as an opportunity market for ibis in Australia;
- research indicated a 44% discrepancy in positive perception between customers and non-customers therefore introducing new users to the brand would help to shift negative perceptions
- 18-24 year olds are the consumers of the future, informing and influencing the wider population
- Ibis Hotels are perfectly located in the middle of active entertainment social scenes, which include live music venues, nightclubs and bars

In 2014 we launched the Paint it Red media campaign encouraging people to experience the great music and events around our hotels and to stay with us on their big night out. The campaign also included a pop-up recording studio for the opening of ibis Adelaide and a playlist from this live recording was distributed to all ibis hotels nationally.

In 2015 we wanted to build on the success of the 2014 campaign that saw a 15% increase in brand awareness with 18-24 year olds. We identified that our social engagement was weak and since this is a major medium for 18-24 year olds we developed a socially-led strategy to support the new positioning and increase engagement via the existing social channels.


Our objectives were to:

  • Build an emotional connection with 18-24 year olds using music
  • Increase audience reach by 25% and engagement on ibis Hotels’ Facebook page
  • Increase ‘top of mind’ consideration for ibis Hotels amongst the target audience

Creativity and originality

Insights from our research were clear. A social media campaign would not be enough to build a connection between ibis Hotels, music and 18–24 year olds. We therefore created an online content hub which would continually engage youth with unique, local music entertainment experiences within the music “playgrounds” that surrounded ibis Hotels.

Target/audience analysis

While ibis Hotels did not have a direct association with music when we started this strategy, research revealed more than 60% of travellers engage with music content online.18-24 year olds were more likely to consume and share music from their smart devices with friends online.

Execution and tactics

The resulting platform was ibisPLAY – an online content hub that provides guests with local music entertainment experiences within the music “playgrounds” that surround each ibis Hotel. Content Hub Features:

  • Content localised to the area of the hotel, so it is relevant to the guest’s “playground”.
  • An Australian concert locator enables users to identify what is on and when, in relation to the area and date of their stay with ibis.
  • Event listings, music reviews and interviews with local and international music celebrities are published on the site, as well as user generated videos and photos that share guest experiences in the hotel playground.
  • ibis curated music playlists alongside a hotel booking form help guests plan their next trip to an ibis playground.
  • Video content series exploring youth subcultures and trends by interviewing characters located near our hotel playgrounds.
  • ibisPLAY provides guests with exclusive competitions around the country, with prizes including free DEEZER music subscriptions, concert tickets and access to exclusive money-can’t-buy music experiences, such as VIP access to gigs.
  • ibis Hotels redirects the hotel WIFI landing page to, driving Internet traffic to ibisPLAY


  • We leveraged our global partnership with the music streaming service DEEZER to provide guests with access to a free 24/7 ibisPLAY streaming radio station. This is curated with the latest music using insights from social media about the songs our target audience is listening to at the time.
  • We partner with music venues in each state and provide exclusive offers and a gig lists to ibis guests, which are available on ibisPLAY and ibis social networks.
  • We partner with Australia’s leading music rights management agency to develop bespoke video interviews with local and international artists; providing our ibisPLAY audience with unique music content.

Social amplification:

  • Editorial content from ibisPLAY is amplified via FacebookInstagram and Outbrain, extending content reach and driving traffic to the website.
  • Facebook amplification targets 18-24 year olds with an interest in music, socialising and travel. This has enabled the ibis Facebook audience to shift from 45-54 year old females to the desired 18-24 year old youth demographic, increasing audience engagement with our youth-orientated content.
  • To extend the reach of ibis content via the ibis digital ecosystem, content user generated content (UGC) is also syndicated onto the ibis Instagram and Facebook accounts with reciprocal links to


  • In-hotel activations and display/print media campaigns are used to build a consistent experience from online to conversion through to the hotel stay.

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