Hasta La Creative!

BETC recently launched a new campaign for ibis hotels focusing on the chain’s communal spaces with a musically-themed broadcast spot.

In the spot, entitled “Room to Play,” a group enjoy spending time in one ibis’ communal spaces. Each move a guest makes elicits a specific sound, until the entire room is playing in unison to Caribou song “Crayon.” It’s a fun approach, a welcome departure from the typical fare in the category which helps ibis stand out.

“The musical execution dramatises ibis’ unique design and guest offering, proving that it’s a desirable destination for everyone – whether you’re a business traveller, couple on a city break or young family on holiday,” explains BETC London Creative Director Rosie Bardales.

The ad, which is being broadcast in both 30 and 60 second versions, debuted last Friday across Channel 4 owned and partner channels, and will also run during the new season of Homeland beginning on October 24th. “Room to Play” will be supported by in-hotel activations which use  “sound to bring a further surprising, interactive experience to hotel guests in ibis shared spaces.” (more…)

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