Tag Archives: earth

Ibis bunnies storm the hotel

5 Jun

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It’s been a busy few days for me in the PR world, but when I saw this campaign I literally dropped my phone, picked it up and started writing this blog.

Warning: This PR campaign by Ibis Hotels almost tips the cute scale.

Ibis’ new campaign to promote its range of hotels – now featuring the chains’ most comfortable bed ever – stars bunny rabbits as part of a one minute promotional YouTube video.

Forty bunnies took leading roles in the video, and were given permission to enjoy a top-floor room at the company’s Blackfriars branch over two days, in a bid to find the most comfortable spot to sleep.

Although I’m not familiar with the music, which tends to help turn a good video into a viral one (am I the only person on earth that’s never seen Chitty Chitty Bang Bang?), it’s a brilliant video that reaches out to meet consumers’ needs. After all, when booking rooms – whether it’s for a business meeting, girls’ weekend or to break up a journey – what really matters is a good night’s sleep.

Ibis’ key competitors have previously marketed their small touches that make customers feel special – Premier Inn’s pillow wrap, which highlights the softness of the bedding, and Travelodge’s soft toy ‘Sleep Tight‘ campaigns have been successful, but it’s this gentle and inviting video that’s really putting the message across.

The outtakes video, also produced by BETC London, is stronger in my opinion because it brings the campaign to life by telling Ibis’ campaign story. For example, did you know that 571 carrots were used in the making of this video?

Overall, it’s great content that’s already making waves in the hospitality, travel and leisure press – it’s interesting, sweet and well executed. Here’s to the bunnies.

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Hurricanes are no joke

31 Oct

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Whilst New York is suffering from death and destruction caused by mega storm Hurricane Sandy, which has killed tens of people, retailer Gap has been encouraging Americans to stay safe inside and shop online. A PR nightmare.

At the first hint of trouble, Obama cancelled his campaign trail dates and diverted to Washington to deal with the crisis (something which may stand him in good stead in a week’s time.) So, why was Gap making light of the situation?

On Monday, it tweeted: “All impacted by #Sandy stay safe. We’ll be doing lots of shopping on Gap.com. How about you?”

They’ve since learnt the error of their ways and deleted it. But, what on earth convinced them that this was a PR opportunity in the first place? In a national ‘mother nature’ crisis, brands are judged on their actions. And, the best action is charity – brands putting their money where their mouth is.

For a few minutes it looked as though American Apparel was going to do the right thing by organising a clothes sale to raise funds for victims. Instead it cocked this opportunity too with its strapline with ‘Incase you’re bored of the storm – 20% off everything’. This, naturally, led to another Twitter revolt. There’s simply no humanity or empathy with these companies.

These examples are laughable to you and I, but the scary thought is that someone’s being paid to lead these social media strategies. How they deal with this PR storm will, hopefully, test their sense.

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