THE SMART & LOW-COST ROAD TRIP GENERATOR - Hospitality ON
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THE SMART & LOW-COST ROAD TRIP GENERATOR
THE BRIEF
Conceive a marketing campaign
providing the proof of the
hotelF1 in-depth change ?
From new brand positioning
#ontheroad to new product, a
campaign addressed to the new
targeted audience: young travellers
RABAT BANKGOK
INSIGHT
Young travellers want to
discover always more
with less…
time
money
efforts
COLORADO SAHARA
CONVICTION RABAT BANGKOK
PARIS PROVENCE DROME
ANNECY
French roads can provide unexpected
experiences for no money.
hotelF1 proves that a good road trip is
not a question of distance, time or
money, but a question of state of mind
COLORADO SAHARA
PROVENCE PORT GRIMAUD
DUNE DU PILAT
VISION
In partnership with its digital agency
Infostrates, hotelF1 created French Trip:
The first low-cost road trip generator
which surprises you with
personalized and original French routes.
1 INSPIRE
Fred, 21 y.o. student in Marseille, wants to travel this week-
end with his roomie for less than 100€. Searching inspiration
online, he clicks on an Instagram ads which promise him
USER JOURNEY ( 1/2)
stunning experiences on French roads.
DREAM 2
Once online, he’s first asked to precise his
starting point. Sliding on magnificent
pictures, he clicks on what seems to be a
Cambodian temple.
3 CHOOSE
He discovers that this actually is a place located near
Avignon south of France with many great activities
around. He decides then to add it to his road trip
4 SHARE
He generates his road trip and surprisingly discovers that the
overall budget is 102€ including hotel and fuel.
USER JOURNEY ( 2/2)
He can share it on Facebook
BOOK 5
He also find out that there is hotelF1
nearby which cost less than 45€ and that he
can book directly online. Which he does.
6 STAY
The D-DAY, they check online and receive their door code.
They appreciate the new room designs and promise that they
will use the French trip and hotelF1 for their next trip.
WHAT’S REALLY NEW ?
hotelF1 offers to every traveller a
unique and innovative digital service to
to discover french wonders and to
completely prepare their journey (road
map, hotel booking and total cost)
An immersive experience which
changes your mind on road trip in
France and hotelF1
A CONSISTENT
360° MARKETING PLAN
- 400k€ budget -
French Trip became a brand-new section of
the hotelF1 website.
Display campaigns (desktop, mobile) and
social media ads to drive online traffic.
#ontheroad week-end with famous travellers
bloggers on the hotelF1 Instagram feed.
One week of contest with Cauet on one the most
famous national radio Virgin.
Huge internal & PR event in Marseille with a Road
Movie night and many digital attractions.
A CONSISTENT
360° MARKETING PLAN
- 400k€ budget -
Branding in hotel including staff members outfits
Special operation on motorway tickets and
motorway rest area in partnership with RFE.
Video teaser produced by young movie director
Carmen Alessandrin (daughter of famous movie
director Lisa Azuelos) broadcasted on Youtube
1M motorway tickets
distributed at toll
during Jul-AugAWARENESS INCREASE COMMENTS
5,5 M 900 K 57,72 %
IMPRESSIONS VIDEO VIEWS VTR
DELIVERED
TRAFFIC & BOOKINGS RP & E-RP (launching event)
06/18 - 07/09 > 500 000 people reached
Facebook & Instagram > 20 000 interactions on social media (likes & comments)
Impressions:
2 541 149
CTR: 0,38%
Arrivals
3 613
Bookings
639 CPPurchase :
€29,73COLLABORATION
Internal and external partners
Web development of the generator + Public Relation
Digital agency in charge of the concept + generator
conception & design + content creation
Media agency in charge of media buying
Social media agency in charge of social activation
Film productionAs hotelF1 believes in a test & learn
approach, qualitative and quantitative
tests are continuously run to improve the
service and draft French Trip V2 (more
destinations, more services, more
experience)TO BE CONTINUED…
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