This full-integrated campaign relies on a creative concept showcasing TENor15, a rock band that is getting back together again for a 2010 summer tour to delight its fans across Europe.The band members are seasoned travellers who stay at Ibis because it provides a wide range of benefits and solutions to their needs, such as24/7 services and breakfast from 4:00 a.m. to noon. The group proudly accepts Ibis’s discount, thinking it’s a tribute to their fame and a privilege that comeswith their celebrity status. The key message of this “story telling” campaign: “You don’t have to be a star to get a €10 or €15 per-night discount when you stay at Ibis.”

The result was exceptional in terms both of image and traffic: 5 million visitors to ibishotels.com, 100,000 views on YouTube, 1,300 fans on Facebook, 90 million TV contacts, and 200 articles appearing in the press and on TV. In terms of business, the campaign has helped to generate 350,000 reservations on the ibishotels.com site during the summer, representing an increase of 34% over the previous year.