Hotel Indigo has debuted the largest marketing campaign in its history.
The campaign, The World’s Neighborhood Hotel, is rooted in the brand’s long-held belief that when you see the world through the neighbourhood, the neighbourhood changes your world.
In a global survey from Hotel Indigo, the brand revealed that 73 percent of respondents feel it is important for the hotel they stay in while travelling to be connected to the local neighbourhood as it may inspire more adventurous activities, the desire to try new things, and meet new people.
It also unveiled the impact immersive travel has on our perspective of the world, with one in two travellers questioning their life’s trajectory after coming home from a trip and 63 percent making major life changes due to their experiences. Hotel Indigo’s “The World’s Neighborhood Hotel” campaign has embodied the idea of moving abroad or visiting new places.
Officially rolling out this year in a phased approach globally, Hotel Indigo’s The World’s Neighborhood Hotel is designed to celebrate how guests can discover, or rediscover, some of the most inspiring and culturally rich neighbourhoods in and outside the hotel.
Vice President of Global Brand Management for Hotel Indigo, Carol Hoeller, said that the neighbourhood is where those who are looking to be inspired stay.
“For our guests, Hotel Indigo isn’t just a place to stay – it’s a reason to travel. It’s a destination all on its own, and The World’s Neighborhood Hotel embodies that. The campaign beautifully juxtaposes the inside and outside – and how our brand and the communities in which we exist are inseparable,” said Hoeller.
Through an international media campaign, Hotel Indigo’s “The World’s Neighborhood Hotel” evokes a local feeling. The images and videos, personalised to the next-gen explorer, will appear online, in television, cinema, digital out-of-home placements, and on-brand social channels such as TikTok, Instagram, Facebook and LinkedIn.
Creative Director at Anomaly, Chloe Banicevic, said the aim was for this campaign to be a journey of discovery and wonderment.
“The creative captures the real culture and emotion behind the neighbourhoods featured in a soul-stirring way. We wove in iconic sights and sounds as well as people living, connecting, and seeking out incredible things and hidden gems. Because we wanted it to be more than just a homage to the neighbourhood, we wanted it to be an invitation to come and experience it for yourself,” said Banicevic.
With survey results also uncovering that 55 percent of travellers have changed their plans because of a recommendation from a local, Hotel Indigo will also create custom neighbourhood guides through strategic partnerships to spark a further desire to experience an authentically local stay wherever you are in the world.
