City Lodge Hotels’ “Bedtime Stories for Business People” Campaign: Relaxation for the Weary Business Traveler
Business travel often comes with its fair share of stress and sleepless nights. According to the Harvard Business Review, 75% of business travelers experience significant stress and lack of sleep. Recognizing this widespread issue, City Lodge Hotels set out to address the problem while building loyalty among their business guests. The result? A creative and thoughtful campaign titled “Bedtime Stories for Business People.”
The Inspiration Behind the Campaign
City Lodge Hotels wanted to create a solution that would help business travelers relax and get the much-needed rest they deserve. The idea was to provide a playful and calming experience that could easily be accessed by guests during their stay. This led to the creation of a unique playlist of bedtime stories, inspired by the world of relaxation, meditation, and calmness.
Crafting the Stories
The campaign identified eight distinct types of business travelers, each with their own unique challenges and stressors. For each traveler type, a specific bedtime story was crafted. These stories were designed to be humorous and relaxing, helping to ease the minds of business travelers and guide them into a restful sleep.
Accessing the Stories
The bedtime stories were hosted on a dedicated microsite, making them easily accessible to guests. In-room collateral provided information and encouragement for business travelers to visit the site and explore the stories. Whether a guest was winding down after a long day of meetings or trying to relax before an early morning presentation, the bedtime stories offered a perfect solution for unwinding.
Campaign Execution and Reach
Launched in South Africa in February 2024, the “Bedtime Stories for Business People” campaign was created by the ad agency TBWA\Hunt\Lascaris. It spanned Audio and Digital media, targeting business travelers in the Hospitality, Tourism, and Travel industries. The campaign included two media assets, ensuring that the message reached the intended audience effectively.
Building Loyalty and Solving Problems
By addressing a common issue faced by business travelers, City Lodge Hotels not only provided a valuable service but also built loyalty among their guests. The playful and calming bedtime stories helped guests relax, improving their overall travel experience and fostering a positive association with the brand.
Conclusion
City Lodge Hotels’ “Bedtime Stories for Business People” campaign is a testament to the brand’s commitment to understanding and addressing the needs of their guests. By offering a creative and thoughtful solution to the stress and sleeplessness that often accompanies business travel, City Lodge Hotels has set a new standard for guest care in the hospitality industry.
This professional campaign titled “Bedtime Stories for Business People” was published in South Africa in February 2024. It was created for the brand City Lodge Hotels by the ad agency TBWA\Hunt\Lascaris. This Audio and Digital media campaign is related to the Hospitality, Tourism, and Travel industries and contains two media assets.
