Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
In 2023, Pullman Hotels launched "Pullman Happenings," a transformative program redefining hospitality by blending entertainment and purpose. This initiative aligns with Pullman’s redefined positioning to cater to a new generation of "Global Visionaries"—progressive individuals seeking collective progress, cultural engagement, and meaningful experiences.
Pullman Happenings are curated events where entertainment merges with societal discussions, fostering connections and igniting impactful conversations. Each event integrates four key components: purpose-driven topics like mental health or inclusion, engaging entertainment such as fashion or art, contributors offering fresh perspectives, and interactive formats like interviews or concerts. This innovative approach encourages guests to become active participants rather than passive spectators.
In 2024, over 12 events were hosted across major cities like Paris, Berlin, and London. These events were supported by a robust communication plan, including social media campaigns, influencer collaborations, dedicated websites, and press coverage. Key performance indicators reflect the program’s success, with 1,230 attendees, 81,000 social media engagements, 15,000 website clicks, and €100,000 in earned media value. Customer satisfaction surveys reveal that 80% of participants were "extremely satisfied," and 60% reported an improved perception of the Pullman brand.
The Pullman Happenings aim to achieve four core impacts: enhancing brand awareness, enriching customer experiences, showcasing hotel spaces innovatively, and building local communities around Pullman properties. These events have successfully positioned Pullman as a pioneer of purpose-driven hospitality, creating emotional connections with guests and reinforcing its relevance in an evolving cultural landscape.
Looking ahead, Pullman plans to expand this program by enabling hotels to host their own Happenings, creating toolkits, and producing engaging editorial content like articles, podcasts, and videos. This ensures continued innovation and deepened brand engagement, making Pullman Happenings a cornerstone of its strategy to connect with modern travelers.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
