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Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 21 November 2019 à 18:00

En cours - Best Storytelling and Communication Campaign

INK Hotel Amsterdam - MGallery

Campaign - INK goes PINK

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

Every year during Pride Week, INK Hotel transforms into PINK Hotel to raise awareness for diversity and INKlusivity.


Every year during Pride Week, INK Hotel transforms into PINK Hotel to raise awareness for diversity and INKlusivity. We want to send out a message that whoever you are, where ever you come from, whomever you love, whatever you do, whatever you believe, whatever your dreams are: Don’t stop until you are proud.
We can’t change the world but we can start with ourselves.

INK Hotel Amsterdam – MGallery is a luxury boutique hotel that owes its name to the rich history of the building in which Dutch newspaper ‘De Tijd’ was once housed and stories were conceived, written and brought to life in INK.

INK is still a place ‘’Where stories are yet to be written’’.

With a history like that it’s in our DNA to empower our guests and team to write their own, unique, authentic story. Within our team, we learn, grow and blossom together because we are all different.

Within our team of 64 members, we represent 24 different nationalities and speak 17 languages.Together we welcome guests from all over the world.

We welcome individuals and not room numbers. With our guests and team we create a vibe were tolerance and INKlusivity is alive every day.

We also actively support local initiatives that encourage diversity. We welcome children from socially and economically disadvantaged neighborhoods to inspire them for a career in hospitality. We are also proud partner of a local initiative that offers guidance to reintegrate into the labor market.

Once a year during Pride Week we raise awareness for diversity and INKlusivity by transforming INK Hotel into PINK Hotel for 10 days in a row. The communication campaign aims to raise awareness for this serious topic in a fun and catchy way. That's why the hotel transforms into a pink universe including a big opening party, an INKlusivity suite, pink chef's menu, pink boat in the Amsterdam canals, pink brunches and much more.

This campaign has mainly focussed on communication through earned media. Due to the relevant and strong message, the word was spread naturally and we managed to create a huge buzz almost without any paid media.

A dedicated social media campaign was launched with the aim of increasing awareness for Pride Week and the organized events in the hotel. In total, 432.424 people were reached.

Also ACCOR and the MGallery Hotel Collection actively supports diversity, so we spread the message through these global communication channels as well.

Articles about PINK appeared on the ACCOR and MGallery’s website, online magazine, social media, e-mail newsletters, intranet and internal mailings.

In collaboration with PR agency Coebergh, a press release was issued to media titels resulting in print and online publications in ELLE, Vogue, Harpers Bazaar, Marie Claire, Grazia, Metro newspaper...

Our strong message was picked up by all these media’s and where published for free. A total PR value of €446.763 was gained over 4 years reaching an audience of 25.363.190 persons.

Each year we invited influencers, bloggers and socialites to the Opening Party and to stay in the PINK Suite. During 4 editions of PINK Hotel, we welcomed 216 influencers and they shared 693 social media posts. A total audience of over 2.100.000 people was reached.

Also main national television channels picked up on the PINK buzz. Each year an item about the Opening Party was broadcast during prime time, resulting in a PR value of €64.308

Although the measured results of this yearly campaign are impressive, the actual impact of this campaign cannot be measured in numbers. The impact of this campaign is all about feelings and emotions.
For that reason, we will continue to encourage everyone to: Don’t stop until you are proud.


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