When it comes to the branded budget hotel sector, guests could be forgiven for thinking that the only thing that separates the competitors is the colour of the headboard in the identikit rooms.
But ibis is setting out to how that its hotels are unexpectedly better than that. With a proud heritage of innovation and a reputation for contemporary design, ibis stands out. Investing in communal spaces to reflect the growing consumer trend for ‘alone together’ time, ibis has announced the launch of ‘Room to play’, its new advertising campaign created with BETC London.
The ‘Room to play’ TVC (see links below), which launches across Channel 4 owned and partner channels and includes spots on the new season of Homeland from the 24th October – combines a visual and sonic narrative to celebrate the unexpected, qualitative values of ibis hotels.
Not just a box room
Karelle Lamouche, VP Marketing and Communication Accor Brands UK and Ireland, said: “Budget hotel brand communications have essentially focused on two key messages: price and bedding. These messages are often delivered at the same time, in similar ways. Ibis hotels is a stand-out in its category, with a unique approach to comfort and hotel design, featuring imaginative shared social spaces and plenty of ‘Room to play’, which is what this campaign brings to life.”
Disrupting guests’ expectation that all budget hotels simply offer you a box room, ‘Room to play’ shows how the ibis social spaces make the hotel come alive. Each time a guest makes a movement they create a musical note, creating a symphony that evolves into the Caribou track ‘Crayon’.
The ‘Room to play’ TVC will be complimented by an in-hotel activation, bringing the TVC to life, and using sound to bring a further surprising, interactive experience to hotel guests in ibis shared spaces.
BETC London Creative Director Rosie Bardales says; “With the Room to play campaign we prove that ibis hotels are a step ahead in the budget hotel sector. The musical execution dramatises ibis’ unique design and guest offering, proving that it’s a desirable destination for everyone – whether you’re a business traveller, couple on a city break or young family on holiday.”
Directed by the talented music video director Clemens Habicht, the ‘Room to play’ TVC launched in a 60” format, and exists in 30” and 10” cut-downs for TV and online use.
Videos
Click to view and link to the ibis ‘Room to play’ TVC
About ibis Family
The economy brand portfolio of the Accor Group – the world’s leading hotel operator active in 92 countries with more than 3,600 hotels – brings together the ibis, ibis Styles and ibis budget brands. With nearly 1,800 hotels in 61 countries, the ibis family shares common values: simplicity, modernity and wellbeing. Each of the three brands has its own special personality and range of hotel services: attentive and effective, ibis guarantees ultimate comfort and a high level of service; ibis Styles hotels each have their own unique design and a “happy mood” spirit; Ibis budget offers a clever, casual choice with essential comfort at a budget price.
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