Partner Article

Doner London celebrate Novotel’s 50th anniversary with “That’s Inspired”

Doner London celebrate Novotel’s 50th anniversary with “That’s Inspired” TV campaign

Creative agency Doner London has teamed up with AccorHotels Group for an above the line campaign to celebrate Novotel’s upcoming 50th anniversary.

The ad, which is Doner London’s first piece of creative work for Novotel, jumps energetically between different types of hotel guests, showing the diversity of Novotel’s customer base and how it meets their contrasting needs. It also marks the beginning of Novotel’s broader “That’s Inspired” campaign, which is designed to boost brand image and drive online sales, and will go on to air across a range of ITV, Channel 4 and Sky channels until 2 July.

The TV ad coincides with a video on demand (VOD) run. As well as airing on All 4 and Sky Go, the VOD campaign will also be served programmatically. The ad forms part of Novotel’s efforts to change perceptions, raise brand awareness and drive bookings ahead of the summer break. It also aims to broaden the hotel brand’s appeal beyond business travellers and holidaying families, towards groups such as millennials.

Doner London’s idea for the new “That’s Inspired” brand line is designed to encapsulate Novotel’s pioneering heritage and vision, whilst allowing a consistent, refreshing platform for future marketing activity. The final TVC draws attention to the hotel brand’s full service offering and its ability to cater to consumers that combine work and leisure.

The ad campaign itself shines a light on Novotel’s diverse clientele, which range from the young and gregarious to more professional, business-oriented guests. Working to accommodate its guests’ different lifestyles for 50 years, the ad shows just how Novotel’s ideas have been “inspired”.

Three different iterations of the TVC and VOD will air, including a generic brand version to encourage bookings, a version focusing purely on the hotel brand’s 50th anniversary and a summer tactical version to highlight Novotel’s summer saving offer.

Nick Constantinou, chief executive officer, Doner London, said: “Novotel are a fantastic brand with a great heritage. As it hits this tremendous milestone of 50 years in hospitality, we wanted to showcase what’s been behind the brand’s staying power. Novotel’s “That’s Inspired” campaign puts the brand in front of an entirely new audience. We’re thrilled to see it hit our screens.”

Laila Abdin, marketing director of midscale brands, UK & Ireland (Mercure & Novotel), said:

“Novotel first opened its doors 50 years ago and since then a great deal has changed. As consumers’ travel needs continue to transform, Novotel has focused on staying relevant and exciting. “That’s Inspired” captures the imaginations and expectations of today’s leisure and business travellers, putting Novotel centre stage as pioneers of the modern guest experience.”

Creative creds:

Director: David Mould

ECD: Logan Wilmont

Senior Creative: Martina Langer

TV Producer: Alex Nicholson

Strategist: Caroline Gorge

CSD: Lucy Solomon

Media Agency: Havas

Ends

This was posted in Bdaily's Members' News section by Alex Sampson .