Strategy

11/14/2014

France: Novotel launches a new offbeat advertising campaign

The Group’s historic brand dares to break with midscale hotel convention as it launches an ambitious advertising campaign based on some surprising offbeat visuals – all done in a light-hearted fashion!

We have all had an unfortunate hotel experience containing one or more bad surprises: a tiny room, a cold meal, no Internet connection or perhaps just terrible value for money... Novotel chooses to look on the funny side and proudly states its promise in the tagline: "It's so much better at Novotel".

In this new campaign for the French market, a series of visuals takes a humorous look at everything we are afraid might happen when we choose the wrong hotel. The campaign uses two different types of media: billboards and the Internet.
The billboard campaign shows the out-dated decor of some fictitious hotel brands. These brands promise the worst the hotel industry has to offer in terms of service and price.

 
Novotel can use these very surprising visuals to position itself as the obvious solution for a carefree stay. On the Internet, each of these fictitious brands is compared against the full service experience that contributes to the success of Novotel and Suite Novotel: suites measuring 30 m2, turnkey meeting solutions, "children stay free", catering 24/7 ... In selecting these two types of media for the campaign, the brand can be sure of reaching its leisure and business target audience, not just on their favourite websites but also during their daily travels.

The campaign enables Novotel to reaffirm its leadership position while continuing to showcase its strengths and guarantees, which make it one of the favourite hotel brands in France.

"It's so much better at Novotel ..." key messages:
This campaign enables Novotel to highlight the strengths of its full service philosophy...

Including:
- Hotels suited to both business people and families
- Living spaces where we can work, eat at any time, relax or play at whatever age
- Connected hotels with the latest technology throughout
- And, most importantly, more comfortable, superior quality rooms

An extensive media strategy for France:

The strategy of the new Novotel and Suite Novotel campaign combines visibility and effectiveness by using two key media outlets to reach Novotel's leisure and business target audience, both when they are online and when they are on their daily travels. In all, the campaign involves nearly 12,000 traditionally displayed advertising faces (2 m2 and 8 m2), 806 digital screens in railway stations and airports, 80 million banners on the Internet and mobile devices... This is a large-scale strategy that will ensure the brand gets its message across.

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