Cannes Lions

HOTELS

OGILVYONE, Madrid / NH HOTELS / 2003

Awards:

1 Silver Cannes Lions
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Overview

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Credits

Overview

Description

The information must be communicated by someone with whom the travel agents can identify. To do so, we created the TRAVEL AGENT, a private detective with an early fifties look. An adventure comic was created in which the leading character’s mission was to find the new GDS code for Astron hotels.1st mailing: box with the comic relating the adventure and resolution of the enigma. It included three gadgets to reinforce the communication of the new code: a t-shirt, a lighted pen and a notepad.

2nd mailing: reminder with a secret agent’s watch, which was actually a miniature recorder. When pressed, a woman’s voice would remind the listener of the code change.

Mass mailing: adaptation of the first comic to a massive format for smaller travel agencies.

Outcome

Spontaneous awareness of the campaign: 85%Spontaneous awareness of the message: 90%Useful contacts(during the 1st week): 60%Coverage of priority target: 89%Coverage of total target: 40%A 'staging' of NH in Germany with a fresh, pleasant and familiar image for travel agents. And a success for our new hero, Travel Agent.

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