I stumbled upon an interesting brand communication strategy for a Canadian hotel that targets Gen-Y, and how they stay relevant. Understanding what this new generation of travelers really need has been Montreal-based ALT Hotels main mission.
It’s all the more intriguing as ALT Hotels are small boutique-style hotels that offer basic accommodation and the main essentials in a well-designed environment without many other facilities. Instead they decided to accentuate what they lacked and make fun of it. The result is this unique campaign and the print ad poster series. Very much in line with ALT Hotels’ Brand Promise: “We Do Less,” beatifully crafted by Toronto-based Ad Agency TAXI.
Drawing on the theme of “less is more,“ Groupe Germain Hospitalité has launched a new campaign to highlight the opening of new ALT Hotels in different Canadian markets. “Less is more” is the essence of the philosophy behind ALT Hotels: “offer fewer services and focus on the essential – no-frills-chic.”
“At ALT Hotels, we want our guests to ask what really matters to them when they stay in a hotel. Does a good night’s sleep in an ultra-comfy bed trump the chocolate on the pillow?“ asks Christiane Germain, co-president and CEO of Groupe Germain Hospitalité, in a press release. “ We believe that being ALTernative means focusing on what’s essential, such as free WIFI access, spa-like bathrooms and sheets made of Egyptian cotton. It’s about offering striking design punctuated by eco-responsible choices at an affordable rate, everyday, all year long.”
The campaign which was created by TAXI Montréal includes billboards, magazine print and a Web-based campaign, in addition to an event to highlight the opening of the ALT Hotel -Toronto Pearson. Well-known speakers will hold a series of small, more intimate and collaborative conferences on the “Less is More“ mantra to define what really is “essential“ in the areas of lifestyle, technology, wellbeing and design. Participants will be able to draw inspiration from this philosophy and apply it to their business processes.