Applied to:
This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.
The project:
In celebration of its 50th anniversary, ibis launched the "Go get it" campaign on June 24, 2024, marking a new chapter for the brand. This global communication platform reflects ibis' commitment to democratizing travel, emphasizing accessibility and enjoyment for all. As the leader in the economy hospitality segment, ibis sought to reaffirm its position amidst increasing competition and to reignite brand love and awareness.
The campaign, designed by Saatchi & Saatchi London, is more than just a marketing initiative; it is a comprehensive brand repositioning. It highlights the diverse motivations behind travel—whether for family, leisure, or work—and showcases ibis’ role in supporting guests’ journeys. Featuring inclusive storytelling, the campaign emphasizes the brand’s people-centric approach, moving away from traditional product-focused messaging. The campaign captures the spirit of inclusivity and adaptability by featuring various travelers, from families attending festivals to business professionals and cycling enthusiasts, demonstrating ibis’ dedication to meeting diverse needs.
“Go get it” leverages a 360-degree strategy, including TV commercials, digital media, in-hotel experiences, and influencer collaborations. With 85+ assets, the campaign is tailored to different markets while maintaining a consistent global message. Highlights include a revamped ibis.com website, exclusive offers for Accor Live Limitless members, and activations aligned with local cultures and languages.
The campaign’s objectives include boosting global brand awareness, driving customer engagement, and solidifying ibis’ leadership in the economy segment. Early results indicate high visibility and strong consumer resonance. Pre-launch testing by Kantar and Ekimetrics ensured optimal creative performance, with ongoing metrics evaluating media efficiency and messaging impact.
By blending nostalgia for its 50-year legacy with forward-looking energy, "Go get it" exemplifies ibis’ dedication to enhancing the guest experience and solidifying its place as a global leader in hospitality.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
