HOTEL LE SOLEIL CAMPAIGN
LE SOLEIL VANCOUVER LAUNCHES CAMPAIGN TO BUILD LUXURY BRAND
NEW SPIRIT OF LE SOLEIL
A Boutique Suite Hotel in Downtown Vancouver
Hotel Le Soleil in Downtown
Vancouver is inviting today's travel connoisseur to discover The Spirit
of Le Soleil with a dramatic campaign that sets new bench marks for advertising
in the hotel industry . Walking along busy Hornby Street you could easily pass
by Hotel Le Soleil without realizing you were anywhere near a hotel. The entrance
is just a few windows wide but inside the lobby doors you find Grande Luxe appointments.
Designed by Jose-Luis de Araujo with the Savoy in London, the Crillion in Paris
and Kimptons Hotel Monaco in mind, the personality of Hotel Le Soleil is
reflective of the sun - bright, shiny, radiant and hot. It is sophisticated and
sexy, romantic and rich.
To launch the Spirit of Le Soleil to the high
end traveler, Hotel Le Soleils commercial airs on Bravo, Showcase Diva,CBC,
and Rob TV over the next seven months. This dramatic commercial uses a Sun Mask
to portray the spirit of le soleil, poetry to romance and entice and
Beethovens Fur Elise sound track to set the mood. Hotel Le Soleil, Vancouver,
has launched a national multi media advertising campaign on television, in newspapers
and online to build brand awareness for this luxury boutique hotel in the highly
competitive hotel market of Downtown Vancouver.
Soleil opened in March 1999 under the Sheraton flag in Vancouver BC Canada.
'Great Hotels and Resorts Magazine' called it " among the most polished
and romantic hotels of the millennium" and rated it top 50 in the world in
2000 and 2001. The hotel received the Connoisseur Award in 2000 and 2001 for being
among the top 100 hotels in the world. It received the conde naste traveler award
for being among the top 50 hotels in north America.
In 2002 it shed
the Sheraton tag to go as a private brand with the name Hotel Le Soleil.
Very quickly the hotel realized that whatever brand recognition had been associated
with it's name was associated with the previous Sheraton label.
5 years after it opened its doors brand awareness of Hotel Le Soleil is still
lacking-even in its home market.
To create unaided awareness of Hotel Le Soleil in the luxury boutique hotel
:: To associate prestige with the name Hotel Le Soleil
:: To rise above the competition
:: To open doors for the sales
:: Ultimately generate guest bookings
3 P's OF THE CREATIVE STRATEGY USED IN THE CAMPAIGN
Positioning: Award winning; 4 diamond
luxury boutique hotel
Sophisticated & Sexy; Rich & Romantic; Reflective of the Sun
Target Public: Upper segment; travel
connoisseur; at work and play
DEVICES USED IN THE EXECUTION OF THE CAMPAIGN
We used the Sun Mask to portray sexy sophistication and as the icon
for the spirit of
We used Poetry as a creative device to project romance
The colours used in the films are reflective of the sun
The soundtrack is Beethoven's Fur Elise - which denotes a life style
reflective of our
The single most
powerful element for the Le Soleil campaign is the Sun. It is the motif used in
the name, logo, and every important element of the decor - the sun is the icon
for the brand hotel le soleil.
STRATEGY FOCUSES ON
:: Utilizing media
that enhances brand image through association
Generating immediate awareness among niche groups to generate bookings
:: Focusing on markets where impact is achievable
THE MEDIA VEHICLES TO CARRY THE BRAND MESSAGE
:: Television: Bravo, Showcase
Diva, ROB TV, CBC Vancouver
:: Online marketing
Our job was to
advertise their 119-room boutique accommodation as one of Vancouvers most
luxurious hotels. Through solid research and experienced strategic thinking, we
micro-targeted niche groups with a high-profile, national, broadcast and print
campaign that achieved high message frequency among luxury hotel users. Visits
to the Le Soleil website jumped by 305 per cent in the first month of promotion
and surged to more than 452 per cent in the second. The result was a 36 per cent
increase in revenue projections and an increase of 84 per cent over the previous