The campaign is also trying to highlight a new IHG service aimed at tackling the problem of sleep deprivation among Japanese businesspeople.
According to a survey conducted by the hotel group, up to 80 per cent of Japanese business people suffer from sleep disruption. As a result, the chain - which opened in November - is offering guests a ‘Sleep advantage’ programme that includes advice on sleep optimisation and a range of products, such as aromatherapy oils, to promote sound sleep.
The branding campaign, which was created in conjunction with McCann Erickson Tokyo, features a life-sized double bed vertically suspended from a number of prominent buildings in high-traffic sites around Tokyo, including the Sony Building in the Ginza shopping district and station squares in Shinjuku, a major entertainment and business centre, and Otemachi, a business hub.
The otherwise static image is reinforced with the presence of a live pyjama-clad model who, connected to a safety rope, rappels down the side of the building and climbs into the bed, later sitting on the edge and stretching as if recently awoken.
The English slogan above reads: ‘Good night, good tomorrow’.
The outdoor stunt is designed to arouse curiosity and to act as a dramatic opening to a wider campaign that will run until August. The campaign’s print component features a floral rainbow emanating from the bed - the key creative visual - in a black and white image of a hotel room, the message promising potential guests a ‘bright tomorrow’.
Further elements include a 25-metre subway corridor fixture in Otemachi, a giant rainbow banner displayed at the main station in Ikebukuro, a sub-centre of Tokyo, and a number of illuminated boards at terminal stations.
Positioned as an upscale hotel for both business and leisure, ANA Crowne Plaza has emerged as an up-market contender to other luxury brands in Japan such as Hilton, Hyatt, Sheraton and Marriott.
