Created by Publicis Hong Kong, the drive targets Chinese business travellers aged 25 to 45 working in MNCs or large mainland companies. It is based on the creative premise of a Renaissance life — someone who works hard and plays even harder.
The campaign tagline — ‘be experimental and tireless’ — is supported by images of modern Chinese people enjoying life.
“The insights of our research showed that young and upwardly-mobile Chinese business travellers want to mix business with pleasure, and infuse each trip with enrichment and excitement. They look for decent hotels and travelling experiences that are hip and less ordinary,” said Sue McCusker, client service director at Publicis Hong Kong. “Since most international hotel brands in China are positioned as luxury brands for mature and successful business people, the opportunity to be a five-star boutique hotel brand with a strong personality — and differentiating itself with quirky design and vibes — is just right for Renaissance.”
While the campaign will run across Asia, media buying and planning – handled by Initiative – has placed a strong focus on China.
“To live up to the brand personality, unconventional media channels will be selected. The media strategy is to go for impact instead of frequency,” McCusker said.
Accordingly, the marketing drive will run in print, in-flight and outdoor and online marketing on popular travel-related websites.
The Renaissance chain is part of the Marriot International chain, and counts eight hotels in China, located in Beijing, Shanghai, Tianjin, Suzhou and Wuhan.