BETC London Brings a Musically 'Noteworthy' Spot to ibis

When it comes to the branded budget hotel sector you’d be forgiven for thinking that the only thing that separates the competitors is the colour of the headboard in the identikit rooms. But ibis hotels are unexpectedly better than that. With a proud heritage of innovation and a reputation for contemporary design, ibis stands out. 

Investing in communal spaces to reflect the growing consumer trend for ‘alone together’ time, ibis is proud to announce the launch of ‘Room to play’, a new advertising campaign created with BETC London.

The ‘Room to play’ TVC, which launches tonight across Channel 4 owned and partner channels and includes spots on the new season of Homeland from the 24th October - combines a visual and sonic narrative to celebrate the unexpected, qualitative values of ibis hotels.

Karelle Lamouche, VP Marketing and Communication Accor Brands UK and Ireland, “Budget hotel brand communications have essentially focused on two key messages: price and bedding. These messages are often delivered at the same time, in similar ways. Ibis hotels is a stand-out in its category, with an unique approach to comfort and hotel design, featuring imaginative shared social spaces and plenty of ‘Room to play’, which is what this campaign brings to life.”

Disrupting guests’ expectation that all budget hotels simply offer you a box room, ‘Room to play’ shows how the ibis social spaces make the hotel come alive. 

Each time a guest makes a movement they create a musical note, creating a symphony that evolves into the Caribou track ‘Crayon’. The ‘Room to play’ TVC will be complimented by an in-hotel activation, bringing the TVC to life, and using sound to bring a further surprising, interactive experience to hotel guests in ibis shared spaces. 

BETC London Creative Director Rosie Bardales says, “With the Room to play campaign we prove that ibis hotels are a step ahead in the budget hotel sector. The musical execution dramatises ibis’ unique design and guest offering, proving that it’s a desirable destination for everyone – whether you’re a business traveller, couple on a city break or young family on holiday.”

Directed by the talented music video director Clemens Habicht, the ‘Room to play’ TVC launched in a 60 second format, and exists in 30 and 10 second cut-downs for TV and online use.