Codec community insights and strategy had already powered a new lifestyle-led brand repositioning for Ibis Styles. The brand team now needed to develop a global creative platform to bring the new positioning to life in +20 top-tier local markets We designed a creative strategy and platform idea with flex to work globally and within local markets at city level - all powered by Codec community insights. Locally relevant creators and activation partners were identified as brand collaborators across fashion, art, music, food and drink. Connecting guests with the best of local culture in every city.
With the help of Codec, Ibis Styles revamped its brand to stay relevant with modern lifestyle trends. To make sure this change really sticks in different parts of the world, we started working on a big plan. This plan will help them show off their fresh style and vibe in more than 20 important markets globally. It's like making sure everyone hears the same story, but in a way that fits where they live and what they like. This way, they can connect with people all over and build strong relationships with them. In essence, it's about spreading the exciting new energy of Ibis Styles far and wide, so everyone can be a part of it.
The goal was to empower and inspire creators to embrace their authentic selves in meaningful spaces. This approach emphasised the fusion of culture, creativity, and personal expression, ensuring that guests could immerse themselves in a vibrant and authentic experience. Insights from Codec helped strike a balance between artistic expression, individual style, and the unique flavors of local cuisine and beverages.Under the banner of "CITY UNLOCKED," a comprehensive program was launched to integrate Ibis Styles hotels into creative communities and immerse guests in local culture, all through their room key. This strategy aimed to not only attract guests but also to create memorable experiences that would resonate with them long after their stay. By infusing each location with elements of creativity and community engagement, Ibis Styles sought to differentiate itself and establish a strong connection with guests on a local level.
Brand platform adopted by all local markets for the first time and in-culture partnership programme includes +200 members and counting across 20 top tier cities.
Successful launch of new Copenhagen hotel through creative platform and partnership playbook resulting in 94% occupancy rate vs 65% industry benchmark.
