Ibis celebrates its social spaces in 'Room to play' advertising push
Ibis has set out to disrupt guests’ expectations of budget hotels with its new ‘Room to play’ campaign that shows how its properties' social spaces make the hotel chain come alive.
Created by BETC London, the advertising push launched across Channel 4 and its partner channels at the weekend, with spots in the new season of Homeland booked from Sunday 24 October.
Karelle Lamouche, vice-president marketing and communication Accor Brands UK and Ireland, explained: “Budget hotel brand communications have essentially focussed on two key messages: price and bedding. These messages are often delivered at the same time in similar ways. Ibis hotels 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.”
To show how social spaces within ibis hotels bring the chain to life in the advert, each time a guest makes a move they create a musical note. Rosie Bardales, creative director at BETC London, said the musical execution “dramatizes ibis’ unique design and guest offering, proving that it’s a desirable destination for everyone”.
The ‘Room to play’ commercial will be complimented by an in-hotel activation using sound to bring an interactive experience straight to guests within ibis’ shared spaces. The TV creative, directed by music video director Clemens Habicht, will run in 30 and 10 second cut downs as well as the 60 second launch video.