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:
Pierre&Vacances' 2024 media campaign marks the culmination of a three-year journey in brand repositioning, designed to strengthen its connection with families. The campaign's central theme revolves around the idea of "reconnecting with oneself and one's loved ones," a message that underscores the brand's commitment to providing experiences that foster togetherness and relaxation. This repositioning aims to position Pierre&Vacances as a brand that values family moments and the importance of time spent away from everyday stress.
Over the past three years, the company has worked to establish a proprietary territory that is both unique and relevant to its audience. One of the key elements of this effort has been the development of a distinct, humorous tone that resonates with families. This approach has enabled the brand to differentiate itself in the highly competitive vacation market and build a deeper emotional connection with its target customers.
The campaign has been crafted to appeal specifically to families, using humor to convey the brand's message in a lighthearted and approachable manner. This tone has been critical in improving Pierre&Vacances' image and shifting public perception. The brand's messaging focuses on the value of quality time spent together, whether in the comfort of a holiday home or on a shared adventure.
Overall, the 2024 campaign is designed to reinforce Pierre&Vacances' positioning as a trusted partner for family vacations, offering experiences that encourage bonding and relaxation. The brand's humorous and relatable tone has helped it gain traction with families, improving its image and helping to solidify its place as a leader in the family vacation sector.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
