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 launches today and sets out to stylishly challenge 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 launches in the UK tonight across Channel 4 owned and partner channels, includes 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.
A lifestyle not just an economy brand
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.
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, and the total media investment is in excess of €15 million.
About the 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.
For more information click here