Ibis Edinburgh: Introducing a new brand family to Edinburgh
Strategy, Advertising, Digital
Project:
The Ibis brand family have three members – Ibis (aka Ibis Red), Ibis Styles, and Ibis Budget. All offer great value stays within the budget sector. Ibis’ master brand (the red one) had already established itself in Edinburgh. Our task was to announce the arrival of 3 new hotels (1 red, 1 styles and 1 budget) – and also the arrival of the entire brand family.
We needed to do two things. To announce 3 new arrivals to Edinburgh residents, and to drive summer occupancy from across the UK. We wanted to find a way to communicate the great benefits of each of these hotels in one piece of communication. Ibis also wanted to create a piece of work that would give a nod to Scotland whilst avoiding the usual clichés - no bagpipes and no tartan.
We stayed in each of the three brands inside one weekend to try and unearth the differences between them, as well as the commonalities that bound them together. We also delved into the big issues of interest amongst the Scottish population and the Edinburgh one specifically.
Strategy, Advertising, Digital
Project:
The Ibis brand family have three members – Ibis (aka Ibis Red), Ibis Styles, and Ibis Budget. All offer great value stays within the budget sector. Ibis’ master brand (the red one) had already established itself in Edinburgh. Our task was to announce the arrival of 3 new hotels (1 red, 1 styles and 1 budget) – and also the arrival of the entire brand family.
We needed to do two things. To announce 3 new arrivals to Edinburgh residents, and to drive summer occupancy from across the UK. We wanted to find a way to communicate the great benefits of each of these hotels in one piece of communication. Ibis also wanted to create a piece of work that would give a nod to Scotland whilst avoiding the usual clichés - no bagpipes and no tartan.
We stayed in each of the three brands inside one weekend to try and unearth the differences between them, as well as the commonalities that bound them together. We also delved into the big issues of interest amongst the Scottish population and the Edinburgh one specifically.
Ibis 6 Sheets and 96 Sheets
Ibis Taxi Super Sides
Ibis Full Taxi Wrap
