Direct > Use of Media
TRAVEL AGENT
OGILVYONE, Madrid / NH HOTELS / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
NH Hotels is the leader in three- and four-star city hotels in Spain and the third largest company in the European ranking with a total of 238 hotels.
The Problem:Following the purchase of the Astron hotel chain with more than 50 hotels in Germany, there is a problem: the code for making reservations in the GDS system has changed from AP (Astron) to NS (NH Hotels) on a specific date: 3 December 2002. Travel agencies, tour operators and German consortia (2,400 contacts) must be notified so as not to lose any room reservations.
CampaignDescription
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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