Rockstars, fashionistas and superstars are all about to arrive at ibis hotels in the global hotel brand’s latest TV campaign ‘Everybody’s famous at ibis’ which has recently launched.
ibis hotels has launched a global advertising campaign that stylishly challenges the perceptions of the economy hotel brand. The new ad campaign is chic, humorous and entertaining and portrays ibis hotels in a new light, as the perfect fit for even the most glamorous personalities. Celebrities, rich, famous or not, everybody’s famous at ibis and every hotel offers the style, space and service to suit your lifestyle and let each guests be the star of their own stay.
The “Everybody’s famous at ibis” TVC, which launched in the UK on the 1st May across Channel 4 owned and partner channels, included spots on Alan Carr Chatty Man, Big Bang Theory, and the Island with Bear Grills. The campaign will support both brand and tactical activities all year long in the UK.
Commenting on the new campaign, Karelle Lamouche, VP Marketing and Communications Accor Brands UK and Ireland, said: “ibis has redefined the economy segment in product, service and communication. ibis has become a lifestyle brand, not just an economy hotel brand that offers the best sleep for the best price. The ibis family has kick-started a revolution in its market’s standards with an in-depth customer-experience revamp, in record time for an international network this size. The hotels are now the best on the market offering a style and quality of design and service that is second to none. The new advertising campaign communicates this with the style, humour, quality and personality of the ibis brand.”
A COMMUNICATION TERRITORY THAT CAPTURES IBIS’ TRANSFORMATION
ibis has built the highest exposure in its segment and is the “first choice” brand in 11 countries around the world. The repositioning of the three brands into the ibis family – ibis budget, ibis Styles and ibis – has had an effect, boosting exposure for ibis Styles (+2, to 5 points) and ibis budget (+9, to 14 points). (Source: BDRC).
ibis hotels have strengthened their brand values around products and services at reasonable prices and are venturing into a new, universal, off-beat and high-impact communication territory – “Everybody’s Famous”. The campaign strategy shows, with a humorous slant, that even the most discerning customers are now choosing ibis brand hotels because the outstanding services and comfort make them the self-evident choice. These chic, extravagant, colourful characters we admire or find entertaining reach ibis hotels with great pomp and find a hotel that is as stylish and colourful as they are.
This new 360° communication territory is unique and distinctive, and will be reaching a wide variety of communication channels (TV, digital, partnerships and PR). The campaign was designed particularly to travel on digital media and social networks – especially on Facebook where ibis brands have 600,000 fans. The multichannel communications campaign includes a #famousatibis campaign taking the brand conversation across social channels in all territories.
This campaign will reach 15 countries in Europe, Latin America, Asia-Pacific, Africa and the Middle East in 2015. The total media investment is in excess of €15 million.
