lessons in a life well lived - hospitality on · the luxury hotel industry in spain. - transform...
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WORLDWIDE HOSPITALITY AWARDS 2019
“Lessons in a Life Well Lived”
CANDIDATE TO BEST STORYTELLING AND COMMUNICATION CAMPAIGN
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P R E S E N T AT I O N
What we like to call “A Life Well Lived”
GRAN MELIÁ HOTELS & RESORTS is a dedication to a life
well lived brought to life through the delivery of intuitive personal
service, the fine execution of exceptional experiences, and a
modern expression of Spanish culture. Gran Meliá takes residence at
a collection of the world’s most dramatically beautiful luxury
landmarks.
Gran Meliá evokes the essence of Spanish culture: simple
pleasures, connection to the land, respect for things done well and
understated elegance in every detail.
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P R E S E N T AT I O N
Name of the Campaign:
Lessons in a Live Well Lived
Definition of the communication strategy:
It is a communication campaign designed to share the brand´spersonality (Spanish culture and luxury) and position it within the
hotel´s luxury top brands within the Spanish market.
Through this campaign, we reinforce the connection of Gran Meliá
with the Spanish culture essence, through our own lessons in a life well
lived: the enjoyment of little pleasures, the connection to the land and
local traditions, respect for things well done and natural elegance, which
is perceived without being perceived. A philosophy of life that is
reflected throughout the experience of travelers in our hotels, enjoying
the flavor of the local, appreciating the creativity and talent of our
culture and the warm and respectful character of the service.
These are the Spanish lessons by Gran Meliá.
#ALifeWellLived
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P R E S E N T AT I O N
Launch Period:
2019 3 actions – May, June, December
The 3 lessons of a live well lived we have based this years´campaign on
have been:
May – “Noche” (Night) at Hotel Colón, Seville
June - “Artesanía” (Crafts) at Hotel de Mar, Mallorca
December – Coming soon
Nature of the campaign:
General Public
Main target audience:
B2B and B2C
Campaign reach:
Spanish market – main focus
International market - secondary
Innovative aspects and major assets:
360º Campaing – Off and On
Innovation: first European travel company using vertical format on
Trueview ad (Youtube)
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C O N C E P T I O N
Support in defining the strategy:
We would like to highlight the deep analysis done by Havas Media as a result of an intense strategic process.
We realized we have a fantastic brand opportunity, also linked to the “Marca España” reputation increase, contributing
therefore to the positive reputation and strength of Spanish brands around the world.
Havas Media research
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AN OPPORTUNITY TO…
… elevate our brand to become firmly
strong and relevant in the market.
…to tell our iconic hotels history
through the Spanish culture and its
connection to the destination.
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C O N C E P T I O N
Creative Agency:Kitchen (Spain)
https://kitchen.es/
Main objectives (2019): - Brand awareness, position the brand as a reference within
the luxury hotel industry in Spain.
- Transform our message into reality: offer Spanish inspired
experiences to our guests (Exceptional Experiences program) –
From Promise to Delivery.
2019
ARTESANÍANOCHE
MAY
Hotel Colón, Seville
Tomatito concert at the
Presidential Suite Terrace
JUNE
3rd LESSON
DECEMBER
Hotel de Mar, Mallorca
With chef Marga Coll and artist
Andrea Zarraluqui
Coming soon
Length of the campaign: a total of 3 actions along the year
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A journey to the Spanish essence throughout a collection of 3 unique experiences
C o l l a t e r a l a n d w e b
0201
Lessons in a Life Well Lived
HOTEL DE MAR, MALLORCA
03
HOTEL COLÓN, SEVILLE
C O N C E P T I O N
Coming soon
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HOTEL COLÓN, SEVILLA
“ARTESANÍA”
Con Marga Coll, una de las mejores chefs
mallorquinas, y la diseñadora Andrea Zarraluqui
“NOCHE”
Con el reputado guitarrista flamenco
Tomatito
HOTEL COLÓN, SEVILLE HOTEL DE MAR, MALLORCA
C O N C E P T I O N
0201 03
Coming soon
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LESSON 1: NOCHE (Night) Tomatito playing at the Presidential Suite Terrace – May
Our first lesson was an intimate performance by renowned
Spanish flamenco guitarist Tomatito. This artist rose to fame when
he took over from Paco de Lucía as late singer Camarón’s guitarist.
He has released six solo albums, with two winning Latin Grammy.
The selected audience included key media, influencers and local
VIPs.
This live concert was recorded as the “Noche” campaign video and
marked the start of the flamenco series that continued
throughout the summer at the hotel.
3 GIGS | ALL SOLD OUT
C O N C E P T I O N
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LESSON 2: ARTESANÍA (Crafts)With Marga Coll and Andrea Zarraluqui - June
For our second lesson Mallorcan Chef Marga Coll and ceramic
painter Andrea Zarraluqui partnered to create an exceptional
gastronomy and design experience.
A journey of discovery through the island of Mallorca, with
dishes created by Marga Coll using fresh, locally sourced
products served on handpainted plates, beautifully designed by
Andrea Zarraluqui.
C O N C E P T I O N
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LESSON 3
C O N C E P T I O N
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Paid Print
Digital Media
Organic PR
Social Media
Strategy
Luxury B2B
Strategy
Hotel
ExperienceCRM
LESSONS IN A
LIFE
WELL LIVED
Campaign Microsite
www.leccionesdelgranvivir.com
Media Mix: a 360º CAMPAIGN | B2C & B2BC O N C E P T I O N
Organic SM
Paid SM
Influencers´activations
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I M P L E M E N TAT I O N A N D E VA L UAT I O N
How has it been evaluated?Our main metrics have been as follows:
Organic PR – Clipping and AVE (Advertising Value
Equivalent)
Paid Print – Impressions and AVE
Social Media – Reach, impressions, engagement
Digital Media (mainly branded content and social spots on key
online media) – Viewed pages, reading time, reach per format
CRM – Open rate, CTR, bounce rate…
Microsite – total traffic, unique users, conversion
Time required to develop the project:Concept definition and pre-production: 4 months
Production: 1 week per action, total 3 weeks
Post-production: 9 weeks in total along the year
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E VA L UAT I O N
Objectives achieved, a few figures:
Very positive results obtained so far
+ 30% Social Media audience increase
+40%B2B sales increase
+ 40%Web sales increase
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NEW: We are the first brand within the
Travel sector using the VERTICAL format
VIDEO AD – TRUEVIEW
Horizontal & Vertical
E VA L UAT I O N
Objectives achieved, a few figures:
Very positive results obtained so far
+10millIMPRESSIONS
SOCIAL MEDIA
+3.2millTOTAL TRAFFIC
TO CAMPAIGN SITE
IN 4 MONTHS
+700KAVE IN NATIONAL
COVERAGE
Higher CTR than
the benchmark in
the Spanish
marketON TRUEVIEW
+5millTOTAL
QUALITATIVE
IMPACTS
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E VA L UAT I O N
NATIONAL COVERAGE
Total AVE for “Noche” and “Artesanía”: +520k
Objectives achieved:
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E VA L UAT I O N
INTERNATIONAL COVERAGE
Total AVE for “Noche” and “Artesanía”: +400K
Objectives achieved:
Germany
UK
Indonesia
France
China
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Gran Meliá invites you to share the best
Spanish essence with the world,
our Lessons in a Life Well Lived
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