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Public Dialog & Accor Hotels - Travel & Tourism Campaign

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Company: Public Dialog & Accor Hotels, Warsaw, Poland
Company Description: Public Dialog is a consultancy offering a wide range of effective solutions in the area of public communications. Our agency has gained a vast experience in supporting Polish and international companies, public institutions, associations and trade organizations. Our clients are provided with effective strategies relying on a miscellany of communication channels used in reputation management, corp
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Travel & Tourism

Nomination Title: “ibis. music lives here”

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

OUTPUT EXCHANGE:

„ibis.music lives here” campaign was dedicated to the young audience aged 20-30+ of the ibis family hotels. In Poland we have 6 million Millennials declaring on Facebook their interest in music and concerts in their free time- we decided to grab this opportunity!

Since music & entertainment has been selected the pillars of the brands, the ibis family hotels referred in its campaign to the long history connecting hotels and music. Many hit songs, such as "Satisfaction" by the Rolling Stones, or "Smoke on the water" by Deep Purple, or the Eagles’ “Hotel California" were created during hotel stays.

PROJECT GOALS:
Reach the target group of Millennials
Boost visibility of ibis family brands by focusing on online & social media channels in own, earned and shared media
Support musical talents and create the opportunity to advance a musical career
Increase experience & engagement of ibis family hotels guests

STRATEGY:

The main objective of the project is to give our hotels a more youthful image and address new and younger groups of guests, the ones who are looking for places in hotels that offer the opportunity to experience memorable and fun-filled moments as well as those who value their freedom, and demonstrate modern and friendly attitudes. The concept of the campaign “ibis. music lives here” derives from popular TV talent shows, such as “The Voice”, in which the unknown but highly talented artists performed, both solo singers and bands.

TACTICS:
The content was produced to be attractive, engaging and easily shareable.

Key dates:
September 5 – launch of the campaign
September 17 – launch of online voting
October 6 – announcement of the results
October 15-31 – recordings in the hotel studio
December 12 – final concert


Contest - We created a special platform: https://ibis.com/tumieszkamuzyka , where artists uploaded their songs. After online voting, the best 30 were selected and then the ambassador of the project – SARSA, chose the top 5, who were invited to the hotel recording studio in of the ibis hotels in Warsaw. These included the Birches band, the Redford band as well as the vocalists Patrycja Roszczyk, Maria Bedynska and Pawel Danielak. The songs recorded in the studio were released as a limited edition album. The tunes will also be available via the music system ‘Jukebox by Deezer throughout ibis family hotels in Eastern Europe.

SoundCloud: https://soundcloud.com/ibis-tumieszkamuzyka

Tease: https://www.youtube.com/watch?v=8TKIcQ3Dmfo

FB: https://www.facebook.com/ibis.polska

-The first in the history hotel recording studio - a special recording studio was set up at the Ibis Warszawa Ostrobramska hotel, being the first one of this kind in Poland, and presumably the first in the world, too.
-Ambasador - Sarsa, a famous Polish artist gifted with a magnificent voice and recognized by her distinctive image endorsed the campaign. She entered the music scene by taking part in a variety of music competitions and succeeding in one of them. She is being widely followed in her social media: Facebook (190000 fans), Instagram (123000 followers), and YouTube (208000 subscribers).
-Final concert - the ibis Warszawa Centrum hotel hosted the project’s final concert. Sarsa, and the competing artists infused the hotel with wonderful music and a fabulous atmosphere: https://www.youtube.com/watch?v=uiQms-84aas

PR- press office, meetings with journalists in the studio. In over 60 ibis family hotels in the CEE region, the campaign was televised on flat screens. 2 press briefings followed.

RESULTS:
Over the four months, the campaign reached almost 11 million people
300 competition applications
60 000 thousand votes given
Nearly 150 publications appeared on the radio, in press and via the Internet
Earned media reach: 7.3 million, AVE 616 834 PLN, social media: 2.7 million
Video from the final concert 650 000 screenings within 2 weeks
Organic traffic786posts, thatis over 82% of publications in social media

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

-Organizer of the campaign "ibis. music lives here" was the ibis family hotel
-The idea of the campaign is to refer to the connections existing in the Western culture between music and hotels
-The climax of the campaign was the musical talents competition, which was held on the platform ibis.com/tumieszkamuzyka
-Over 300 competition entries , 60000 votes given
-The ambassador of Sarsa project selected 5 winners: 2 bands (Birches, Redford), 3 vocalists (Maria Bedynska, Patrycja Roszczyk, Pawel Danielak)
-The competition winners as part of their prize, recorded singles in a studio specially prepared for the campaign, and based in the ibis Warszawa Ostrobramska hotel
-Over the four months, the campaign reached almost 11 million people
-A total of nearly 150 publications appeared on the radio, in press and via the Internet (earned media)
-Earned media reach: 7.3 million, AVE 616 834 PLN, social media: 2.7 million