JvM: Iouri Podladtchikov stages guests and hotels
Ibis is reinventing its brand identity and its more than 1,900 hotels worldwide as part of a comprehensive modernization effort. To celebrate this in a fitting manner, Jung von Matt/Limmat developed a holistic activation campaign.
The main objectives of the activities are to appeal to a new and younger target group and to communicate the new brand promise: more design, comfort and services at an attractive price. A unique offer in the economy hotel industry, as otherwise only the rich and famous are used to - simply "Rich & Famous".
Photographer and snowboard pro Iouri Podladtchikov staged four young personalities in the newly designed ibis hotels true to the motto "Rich & Famous". The four amateur models Valeria, Sabine, Cyril and Gaëtan prevailed over more than 300 candidates in an online voting conducted in May at www.rich-and-famous.ch. The online casting, which lasted around a month, was publicized with PR and ATL measures and sponsored content.
The photo series comprises eight subjects and was presented at an exclusive vernissage at ibis Zurich City West on June 9, 2016. Over 150 illustrious guests, including media creators and online influencers, celebrated the brand modernization with ibis Hotels.
In the coming months, the eight pictures will tour through the 38 ibis hotels in Switzerland and will also be exhibited in selected trendy locations. AccorHotels will also use the images as part of further PR activities, owned-channel communication and an online campaign planned for the fall.
Responsible at Accor HotelServices Switzerland: Philippe Alanou (Chief Operating Officer), Pascal Aeberhard (Brand Marketing Director for ibis Hotels). Responsible at Jung von Matt: Cyrill Hauser (Executive PR Director), Joël Frey (Senior PR Consultant), Barbara Haueter (PR Consultant), Daniela Chiani (Junior PR Consultant), Christina Wellnhofer (Art Direction), Bettina Ehrismann (Graphics), Oliver Vedolin and Sam Sherbini (Online Concept), Mar- co Zimmerli (Creative Direction Digital), Annina Walker (Art Direction Digital), Ralf Brändli and Jonas Grümann (Development), Bettina Beyeler (DTP). External partners: Iouri Podladtchikov (photography), Lina Baumann (production and vernissage).
