To cut a long story short: the approach is to turn standard hotel situations like wake-up calls into musical highlights and promote local USPs globally.
In April 2019 Jaz in the City launched the “The Epic Wake-up Call” campaign with the aim to raise brand awareness externally and at the same time also internally among employees of the Deutsche Hospitality group. For the external approach the target markets are Germany, Austria and the Netherlands. Internally, all employees of Deutsche Hospitality are addressed worldwide.
The overall campaign’s slogan is “Feel the Beat, early in the morning!” and it is, by now, made of three video clip sequels that are stretched over the year. Every sequel represents one Jaz in the City, highlighting the local DNA of each hotel and running for approximately four weeks: Jaz Amsterdam from April 3 to May 8 and Jaz Stuttgart from September 3 until October. Followed by Jaz Vienna which video was just produced at the end of September and is going to be launched in a few months. Overall the concept is a series with an open end as there are more hotels and music projects to come.
The particularity of the visual campaign is that it is distributed externally nearly exclusively via social media and the own website. The social media distribution includes paid campaigns as well as organic postings via facebook, Instagram and Youtube. The film clips were delivered in an effective online campaign thanks to a combined effort of the internal brand and the e-business team which was driving the Google Ads and Youtube campaigns while the agency uplift helped spreading the clips on Instagram and facebook. In addition to that dedicated B2B mailings have been sent to external partners. The internal communication was based on the Deutsche Hospitality group-wide mailing list reaching out to employees all over the world.
Jaz in the City is a Deutsche Hospitality brand. Jaz offers a cool and modern room design complete with perfect service. Latest trends in the local food and drink scene are also showcased. The innovative idea behind “The Epic Wake-up Call” represents this young hotel brand perfectly and is a marketing instrument which goes hand in hand with promoting local USP’s of each Jaz in the City around the world.
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