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:
In spring 2024, Novotel launched the innovative "Revolt" campaign to reaffirm its commitment to families amidst the rising trend of adults-only hotels. Collaborating with the agency Hungry & Foolish, Novotel aimed to position itself as the go-to family-friendly hotel, especially as the summer holidays approached.
The campaign's narrative humorously depicted children’s imagined rebellion against adults-only hotels, with young protagonists Jules (13), Hugo (10), and Maya (7) considering creating a hotel just for kids. The message reassured families that Novotel was already their dream hotel, always ready to welcome children and parents alike.
This bold campaign leveraged a mix of digital, social media, and print strategies. On digital platforms, Novotel rolled out 30-second hero films and shorter versions tailored for TV replay channels, including Canal+, France TV, and TF1+, as well as social media platforms like Facebook, Instagram, TikTok, and Snapchat. Complementary content included teaser videos, behind-the-scenes clips, and visuals designed to maximize engagement. A dedicated Threads account and features in the beloved children’s magazine "Journal de Mickey" added depth and reach to the campaign.
The results exceeded expectations. Social media efforts reached 8 million people with 26 million impressions, 1 million full video views, and strong community engagement around family-friendly versus adults-only hotel debates. Replay platforms garnered an additional 4 million impressions and 3 million full video views. The "Journal de Mickey" articles effectively targeted young readers and their families, reaching 859,000 children.
With a total budget of €283,000, the campaign successfully increased brand awareness and reaffirmed Novotel's family-friendly positioning. The creative storytelling and well-executed media strategy not only sparked conversations but also positioned Novotel as a champion of inclusivity, ensuring it remains a beloved choice for families seeking memorable travel experiences.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
