Our key objective is to reinforce fitness and productivity as the key differentiators of Pullman and to drive brand love. In 2023, we see a strong recovery in business travel with growing demand for efficient business experiences. Following a co-branded in-room fitness program exclusively customized for China’s business travelers at the end of 2022, Pullman and Les Mills are further innovating the program for more effective outreach to travelers and trend-followers in 2023.

Pullman is deeply associated with productivity, from the offline in-room customized courses in all GC Pullman hotels to online social communications. A deepened partnership included an innovation campaign roll-out with four short videos in multiple immersive scenes to create a sense and feeling of how Pullman associates exercising with productivity, thus inspiring our consumers to be motivated by their inner selves, and uncover the best version of me during the travel with diverse fitness possibilities at Pullman. The biggest highlight of the campaign is a Douyin video challenge jointly endorsed by Pullman and Les Mills China, an industry-pioneering initiative that strongly engages Les Mills coaches, KOLs, hotels, and consumers for extensive participation from user-generated content.

Most Pullman consumers are living a fast-paced lifestyle but at the same time are health-conscious, seek stress relief, and strive for high efficiency. However, with the more competitive environment, it comes with higher pressure and challenges. Pullman offers diverse fitness possibilities to solve the dilemma during traveling with the in-room customized courses, which help guests to restore elasticity & improve blood circulation, improve breathing & calm emotion, improve body shape & mental health, plus improve blood circulation & relieve back pain. Through these exercises, Pullman is motivating them to perform at their best, to challenge the status quo, and to enjoy the moment when they truly feel invigorated and accomplished. With the joint challenge on Douyin and 4-episode TVC videos, we leverage the brand power from partners as well as the social media to encourage consumers to join and enjoy the efficiency that Pullman brought.

All Pullman hotels’ guestrooms in Greater China have been fully equipped with these four 15mins customized episodes since 2023 and guests can enjoy these courses whenever and wherever they prefer when they stay with Pullman. After the course implementation, a one-month social media activation campaign was launched in July, including the Pullman x Les Mills joint challenge on Douyin, the release of four brand TVC short clips, and one full video. The brand TVC videos feature consumers’ journeys in different scenarios and reveal how they restore their best status in Pullman Hotel via the brand experience. All materials were posted on WeChat, Weibo, Douyin, RED, and offline on properties communication. Alongside, the joint challenge with rewards stimulated and encouraged our guests to follow a set of actions from the course and post on Douyin to win the Pullman room vouchers.

1. Business impact:

The average guest satisfaction score MOM increased 6.18% and value for money perception increased 11.4% among all Pullman hotels in GC.

+meet the development need and indirectly help development pace

2. Response rate:

More 3,000 joint challenge videos were post under the brand tag during the one-month.

3. Impression:

The campaign had garnered 25.2M viewership and 218K social engagements. The 1-month Pullman x LesMills Douyin Video Challenge has achieved over 10.88M buzz on the platform.

Total 770+ PR clippings generated RMB 9.55M+ media value reaching 165.8M audience.

4. Change in behavior

Pullman as a hotel brand successfully bring its brand promise for each guest to be able to keep fragmented fitness workout during the busy business trip.

5. Consumer awareness

The campaign had successfully strengthened the brand search relative keywords from buffet, F&B to fitness and productivity.