Ibis - Music

CAMPAIGN: Ibis Music - Connecting Ibis With New Audiences Through Music

The Ibis Challenge:

An evolving industry and consumer mindset had left ibis with a serious relevance issue.  People knew who they were, but they weren’t booking to stay.

The Manifest Approach:

We created an exclusive in-hotel gig series spanning three cities and ibis hotels across the UK with a 12-month integrated campaign (PR, social, influencer, content, experiential) to make ibis relevant to drive drive bookings.

Connecting a New Audience Through Music:

We know that our audience makes 90% of decisions with emotional influence first, driven by experiences and connections with people and places.  At ibis, we aim to deliver bespoke experiences for every guest, that are personalised to their needs and guaranteed to make them smile. We wanted to use ibis’ new music platform to create unique music experiences on location that would bring people together.

In partnership with Sony UK and rising star Tom Grennan, we created an exclusive in-hotel gig series spanning three cities and ibis hotels.

Driving regional appeal we partnered with local artists in Bristol, Manchester and London.

Tickets sold out within hours. The gig series was pitched to media, with talent interviews, listings and photography. Media and influencers were invited to attend. Our content strategy drove engagement through gifs, polls, exclusive video content and giveaways. 

Lifestyle and music influencer Zoe London took over ibis’ Instagram to give those that couldn’t make it to the gig in person a chance to enjoy a slice of the action. Zoe pre-promoted the gig series and took over ibis’ Instagram channel at each of the events. Via Grid, Instagram Live and interactive Story content she broadcasted exclusive interviews and behind-the-scenes content with the musicians across both owned and loaned channels.