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:
The People, a hospitality brand that blends hotel comfort with hostel vibrancy, launched a unique partnership with the eco-friendly music festival We Love Green in 2024. This three-year collaboration (2024-2026) positions The People as the exclusive hospitality partner for the festival, aligning the brand with shared values of community, sustainability, and cultural celebration.
This partnership includes a comprehensive 360-degree activation plan, ensuring maximum visibility and engagement. Preparations began months before the festival with press releases, social media teasers, and a dedicated landing page on The People’s website offering exclusive package deals. These packages combined festival passes with discounted stays at The People’s Paris locations, bridging hospitality with music and lifestyle experiences.
To kick off the collaboration, The People hosted a partners’ party at their Paris Marais location, bringing together 300 key stakeholders, media, and festival collaborators. This pre-festival event served as a networking hub, generating excitement and strengthening partnerships within the We Love Green ecosystem.
During the festival, The People operated a standout rooftop space with panoramic views of the main stages. This vibrant, multi-level area featured a ground-floor chill zone, a rooftop bar inspired by The People’s signature designs, and live activations, including a "spin the wheel" game hosted by a drag queen. Guests, influencers, and journalists experienced firsthand the brand’s festive atmosphere and hospitality expertise.
The results were exceptional. The campaign reached over 8.3 million people, significantly boosted social media engagement, doubled website traffic, and attracted 1,000 festivalgoers as new contacts. With a total media value of €350,000 and rave reviews, the partnership successfully enhanced The People’s visibility and established a strong cultural connection with its target audience. This collaboration is set to grow in 2025 and 2026, further cementing The People’s presence in the lifestyle and hospitality space.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
