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:
Pierre & Vacances Campaign: Rebuilding Brand Image and Consideration
Challenge, Context, Objective: Pierre & Vacances, a historic player in French tourism, faced a complex situation after two years of pandemic-induced stagnation. Despite a 90% satisfaction rate among loyal customers, 64% of potential customers found the brand outdated and didn't consider it for their vacations. This growing lack of consideration stemmed from entrenched prejudices and presented a significant challenge.
Insight and Strategic Idea: To address its declining brand image, Pierre & Vacances decided to confront these prejudices head-on, using them to convince skeptics otherwise.
Budget, Execution, and Deployment: The campaign featured a brand film marked by humility and self-deprecation, aired on TV and in cinemas to maximize impact on brand awareness and image. The strategy included a targeted digital component to reinforce the message and generate qualified leads. The creative production budget was €300K, with an additional €1.6M allocated to paid media.
Creative Assets:
Campaign Dates:
Results and Analysis: The campaign successfully debunked myths and rejuvenated Pierre & Vacances' brand image, especially among previously unconvinced prospects. Brand consideration increased by 6 points, and the brand was perceived as more modern and premium. This led to a 10% increase in website traffic and a 30% revenue boost during the campaign period, attracting new customers as well as retaining loyal ones.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
