B&B Hotels
Founded in 1990 and operating across 14 European countries, B&B Hotels has set its sights on achieving 100% sustainability. The Italian market serves as the canvas for their pioneering efforts. This pitch unveils a campaign concept designed to showcase B&B Hotels' commitment to change, with a special emphasis on empowering their employees and guests as the driving forces of positive transformation – the "Change-bringers".
B&B Hotels
Founded in 1990 and operating across 14 European countries, B&B Hotels has set its sights on achieving 100% sustainability. The Italian market serves as the canvas for their pioneering efforts. This pitch unveils a campaign concept designed to showcase B&B Hotels' commitment to change, with a special emphasis on empowering their employees and guests as the driving forces of positive transformation – the "Change-bringers".
CAMPAIGN OVERVIEW
B&B Hotels is on a mission to redefine hospitality by integrating sustainability into their brand DNA. Teaming up with SPD’s Fabrizio Piccolini and Giuditta Brusadelli, the hotel chain enlisted students to craft a groundbreaking campaign concept. The objective? To forge a robust communication framework that captures the essence of B&B Hotels' identity while spotlighting their sustainable initiatives. With a budget of $0, the campaign leverages inventive storytelling and existing channels to maximize impact.
CAMPAIGN OVERVIEW
B&B Hotels is on a mission to redefine hospitality by integrating sustainability into their brand DNA. Teaming up with SPD’s Fabrizio Piccolini and Giuditta Brusadelli, the hotel chain enlisted students to craft a groundbreaking campaign concept. The objective? To forge a robust communication framework that captures the essence of B&B Hotels' identity while spotlighting their sustainable initiatives. With a budget of $0, the campaign leverages inventive storytelling and existing channels to maximize impact.
THE CONCEPT: CHANGE-BRINGERS EMPOWERED
At the heart of this pitch lies the concept of "Change-bringers" – a term encapsulating both B&B Hotels' staff and guests who actively champion environmental stewardship. Departing from conventional sustainability narratives, this concept empowers individuals to become catalysts for change. By amplifying the voices of these Change-bringers, B&B Hotels aims to foster a collaborative community committed to a greener future.
THE CONCEPT: CHANGE-BRINGERS EMPOWERED
At the heart of this pitch lies the concept of "Change-bringers" – a term encapsulating both B&B Hotels' staff and guests who actively champion environmental stewardship. Departing from conventional sustainability narratives, this concept empowers individuals to become catalysts for change. By amplifying the voices of these Change-bringers, B&B Hotels aims to foster a collaborative community committed to a greener future.
MESSAGING STRATEGY
The campaign's messaging is tailored to resonate with audiences on a deeply emotional level. Through compelling narratives, it showcases the authentic dedication of Change-bringers who are driving tangible progress toward sustainability. By sharing relatable stories, the campaign cultivates a sense of kinship among potential customers, inviting them to join the movement.
MESSAGING STRATEGY
The campaign's messaging is tailored to resonate with audiences on a deeply emotional level. Through compelling narratives, it showcases the authentic dedication of Change-bringers who are driving tangible progress toward sustainability. By sharing relatable stories, the campaign cultivates a sense of kinship among potential customers, inviting them to join the movement.
MARKETING MATERIALS AND CHANNELS
Despite its minimal budget, the campaign packs a punch by repurposing existing resources and channels. From billboards to social media platforms, every touchpoint is optimized to amplify the message of sustainability. By ingeniously adapting these channels, B&B Hotels extends the reach of its campaign without breaking the bank.
MARKETING MATERIALS AND CHANNELS
Despite its minimal budget, the campaign packs a punch by repurposing existing resources and channels. From billboards to social media platforms, every touchpoint is optimized to amplify the message of sustainability. By ingeniously adapting these channels, B&B Hotels extends the reach of its campaign without breaking the bank.
