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 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.
