Hotel Opening

Meliá requested creative and marketing to promote the opening of a new hotel in Luxembourg. We designed a two-stage campaign for Meliá: firstly, for the hotel opening in Luxembourg; then a campaign once the hotel had opened. The campaign was primarily targeted at French, German and English business travellers, and corporate clients with business interests in Luxembourg. Advertising copy was provided in French and English. The campaign comprised advertising in airport lounges, and direct marketing on business class seats of flights and trains, and in-flight magazines (such as Lux and TGV trains). We leveraged the existing Meliá site by adding banners, MPUS, and e-mail blasts.

We negotiated with companies organising events within Luxembourg for magazine and web space. This included international music festivals, and World Tourism Day for the secondary travel market. Meliá Luxembourg was profiled on known accommodation booking and brokerage sites, and created competitions on the official national tourism websites in Luxembourg. For brand awareness within Luxembourg, we advertised on bus lines with routes into the finance district of the city. We also advertised at the Central train station for customers coming from Belgium, France and Germany.

Results

Meliá Luxembourg is a four-star hotel that compares itself only with the top six five-star hotels in the central area. The hotel in Luxembourg is now the top hotel for room occupancy in Luxembourg.