Parents sent us over 600 print ads made by their children. After the campaign the sales of Tjäreborg family concept hotels were 35% above targets. Compared to 2010 the sales increase in family hotels was 120%.

We decided not to explain our hotel concept benefits. Instead we let children do that with the help of their great imagination. We let the kids engage to the benefits and then explain them in a way that only children can. When the kids engage, their parents will engage too.We asked children to imagine and draw how the concept hotel benefits are possible.

Background:Finnish families tend to buy normal package holidays. Tjäreborg is a big player in that market but wants to offer more customised holidays.Objective:To tell Finnish families that Tjäreborg’s concept hotels have several benefits designed especially for families.Insight:Kids influence family’s holiday decision hugely. We had to communicate to the parents through kids. With the kids telling the benefits even the most boring hotel benefit feels exiting.