Scandic hotel chain have made huge design investments. But preconceptioned opinions of Scandic kept new target groups from discovering this modernization. So how do we promote the new Scandic and help new target groups to see the hotel chain with new eyes?

Insight: To want to check in at Scandic, you’ll first want to check the hotel rooms out. So to attract a new crowd and still cater to the existing one, we launched Scandic to Go – a mobile, complete room with the new design, that you could book to any place you could imagine.

Help guests and opinion makers to get a modernized view of Scandic and thereby attract new guests, new medias within design and interior design, as well as to increase the number of hotel bookings and interactions in social medias.

Over 100 articles reaching 11.6 million people resulting in a media value of 10.4 million SEK were written and pictures of the redesigned rooms were published in leading lifestyle magazines like Elle Decoration and Residence.

The number of hotel nights booked online for the whole hotel chain went up 20% compared to the same period during the previous year, with no other marketing initiatives made.

Scandic To Go has been fully booked since its launch. It has surpassed all previous records on Scandic’s Facebook by 400 percent.

Scandic to Go is now a permanent hotel offering.

Scandic To Go was launched with a press event in the royal Haga Park, in order to show the possibilities and advantages of a mobile hotel room.

To gain a new breed of ambassadors, Scandic To Go visited events with opinion leaders like the society summit of Almadalen during the last week of June, and Pride Stockholm during one week in the end of July.

After that we made Scandic To Go available to book on-line to your favourite place. The mobile room was booked to uninhabited islands of the archipelago, to outside of night clubs, to a zoo, to the World Cup of skiing and even to the side line of the national soccer arena during Swedens´qualification to the European Championship.