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MELIA HOTELS - Welcome to a world of new emotions #ONLYINMELIA

#ONLYINMELIA, a new international and multichannel communication campaign of the brand Meliá Hotels & Resorts with high emotional and innovative components.

Background:

In Meliá Hotels and Resorts, a leading brand in the worldwide hospitality sector, the guest has always been the center of the experience. During the past years the slogan “you are the journey” has encapsulated this positioning.
Nevertheless, in the hospitality sector, a highly competitive environment, the guest’s experience ceases to be a unique value.

Challenge

Endow the brand with unique values, creating a desirable and clearly differentiated brand from its global competitors.
Moreover, the campaign must be able to be used for tactical needs, taking into account both types of hotels of the brand: urban and holiday, as well as for its two segments, leisure and business.
It should be able to go into any media and format type and it must have a temporal path.
Clearly, an ambitious challenge.

Communication objectives: 

  • To be TOP OF MIND in those countries where the brand is already well known.
  • To increase interest and knowledge in those markets where the brand is not well known, especially in the UK.
  • To introduce the brand Meliá into new markets, taking advantage of the moment of great expansion of the company.

To continue giving the brand relevant content for its target

Strategy: 

To define and differentiate the Meliá experience, we had to anchor it more than ever to its DNA and its core values.
On one hand, Meliá is passion for service.
On the other hand, Meliá presents a product where the senses are the main characters.
Experiences that will most likely surpass the guest’s expectations and emotions that will be hard to forget. 

Creative concept:  

There are emotions that don’t exist and only take form when you are living them at a Meliá. Staying at a Meliá is to explore new feelings, a mixture of indescribable sensations that can only be expressed using new words, which cannot be found in any dictionary.
Welcome to a world where emotions are created by you. #ONLYINMELIA
This is the creative concept used for the whole campaign.
Meliá proposes new words to define #ONLYINMELIA emotions. At the image level we also superpose two planes: product and emotion.

Actions/media: 

The campaign focuses in digital media through pre-rolls for True View, campaign displays in GDN, in TripAdvisor, Adwords, content and social media activations (especially Facebook and Instagram). 
Outside the digital environment, the #ONLYINMELIA campaign has presence in print, outdoor… Moreover, the campaign is applied to communication elements visible in all the hotels in the world.

Duration:

The campaign was launched in July 2015 in Spain and the UK. Throughout the following year, it was also launched in France, Germany, Italy and Russia.
Due to the good performance of the launch campaign a follow up was done in June 2016 using a multichannel campaign mainly in Spain and the UK.

The campaign will possibly continue during the beginning of 2017.

2015: Launch Campaign

  • July 2015: Launch campaign with digital, print and outdoor media (Spain & UK)
  • During 2015 and first quarters of 2016: extension to another countries (France, Germany, Italy and Russia)

2016: Follow up Campaign

  • June 2016: Start of the follow up campaign with True view video and social media Campaign. (Spain & UK)
  • In July 2016:  It had TVC during UEFA Euro 2016. (Spain)

Results:

1/ ESTIMATION OF THE NUMBER OF CUSTOMERS, CURRENT AND POTENCIAL, THAT HAVE BEEN OR WILL BE REACHED BY THIS CAMPAIGN.

2015: Launch Campaign

  • Google campaign/Spot Meliá 32” (true views and displays)*
  • Spain Views ratio (VTR): 35.45% vs. 26.16 - 31.97% media average.
  • UK Views ratio (VTR): 49.9% vs. 18.90 - 23.10% media average

2016: Follow up Campaign

  • Phase branding introducer: 73,735,517 impressions
  • Phase influencer: 107,613,104 impressions
  • Phase closer: 73,281,339 impressions

* Source: Google Analytics.

2/ ARE YOU ABLE TO ASSESS THE RESULTS AND THE IMPACT OF THE CAMPAIGN IN TERMS OF BRAND OR HOTEL RECOGNITION, BUSINESS PERFORMANCE, OTHER…?
The campaign had gained notoriety in that countries where it is already well known (e.g Spanish market) and the interest and knowledge had increased notably in that countries where the brand is not well known (e.g UK market).

Brand Interest & Brand Awareness:

2015: Launch Campaign

  • Spanish market: 30%  lift in Brand Awareness
  • UK market: 33.3%  lift in Brand Awareness
  • UK market: 124% lift in Brand Interest

2016: Follow up Campaign

  • Spanish market: 79.9%  lift in Brand Interest
  • TVC Campaign (Spain): 7.0%  lift in Brand Awareness
  • UK market: 2,377.0%  lift in Brand Interest

* Source: Google Analytics.

3/ DID YOU REACH THE SPECIFIC OBJETIVES? 

Objective 1: To launch the brand with the new Positioning & Line of Communication, #ONLYINMELIA, in order to be in the top of mind of our target.

√ It has been reached:

2015: Launch Campaign

  • Spanish market: 30%  lift in Brand Awareness
  • UK market: 33.3%  lift in Brand Awareness
  • UK market: 124% lift in Brand Interest

2016: Follow up Campaign

  • Spanish market: 79.9%  lift in Brand Interest
  • TVC Campaign (Spain): 7.0%  lift in Brand Awareness
  • UK market: 2,377.0%  lift in Brand Interest
  • +250,000,000 impressions

* Source: Google Analytics

Objective 2To reach sales & economic objectives in the context of the tactical Global Campaign.

  • 2015 Launch Campaign: Despite being a branding campaign (without call to action), the campaign was able to create conversion.
  • 2016 Follow up Campaign: More focus on conversion and results. The objective was to increase 10% from the actual projected production and following the campaign period it shows a positive trend, but we don’t have final results as we are still in 2016.

Objective 3: Improve levels of engagement and qualified fan base via Social Media. Make viral the campaign concept to increase the organic reach.

√ This objective has been reached with relevant facts. And the brand continue giving relevant content for its target.

2015: Launch Campaign

  • Global Fan/ Followers Growth:

o   Facebook: +20,2333 new fans (Organic growth during the 4 weeks campaign)
o   Instagram: Meliá followers grew daily 40% more than the daily average during the campaign.

  • Engagement:

o   Facebook: Meliá (vs main competitors) is the one to present the most shared content on Facebook and with the highest engagement.

2016: Follow up Campaign

  • Global Fan/ Followers Growth:

o   Facebook: 7,474 Fan Growth (1,88%)   406,047 Total Fans
o   Twitter: 1,773 Fw Growth (25,21%)  8,806 Total Fw
o   Instagram: 1,209  Fw Growth (21%)  7,096 Total Fw

  • Total Reach:

o   Facebook: +1,700,000 Reach
o   Twitter: 879,000 Reach (approx.)
o   Instagram: +612,000 Reach

  • Total Interactions:

o   Facebook: 14,000 Interactions +200,000 Video Views
o   Instagram: +35,000 Interactions +50,000 Video Views
* Source: Facebook Insights