Applied to:
This award recognizes a media campaign that has effectively promoted a brand or a group. The campaign may have been executed on any media platform (such as television, radio, newspapers, digital displays, social media, or internet) and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
Hotel Indigo's integrated media campaign, "The World’s Neighbourhood Hotel," was designed to drive awareness and consideration within its target audience of "Next Generation Travellers." The campaign aimed to position Hotel Indigo as a distinctive brand, emphasizing the uniqueness of each hotel and its surrounding neighbourhood. Central to the campaign was a video-led approach that showcased the people, places, and experiences that define the local areas where Hotel Indigo properties are located. This strategy sought to engage travellers who value authentic, immersive experiences during their stays.
The video content highlighted the vibrant, culturally rich environments around each Hotel Indigo location, reinforcing the idea that each hotel is more than just a place to stay—it is a gateway to discovering the essence of the neighbourhood. By focusing on local connections, the campaign portrayed the hotel as an integral part of the community, offering guests a personalized, localised experience that aligns with their desire for deeper connections while travelling.
The campaign’s messaging resonated with the "Next Generation Travellers," a group that values experiential travel and seeks more than conventional hotel experiences. These travellers are looking for unique, immersive stays that reflect the local culture and environment, and Hotel Indigo positioned itself as the ideal brand to meet this need. By leveraging video and storytelling, the campaign aimed to connect emotionally with the target audience, showcasing how Hotel Indigo’s design, service, and experiences mirror the neighbourhoods they are part of.
Through this integrated approach, the campaign sought not only to boost brand awareness but also to position Hotel Indigo as a preferred choice for travellers looking to explore the world’s most vibrant neighbourhoods in a meaningful way.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
