Position the hotel as the destination of choice for corporate guests and corporate event organizers, as well as vacationers.

Leveraging its magnificent Spanish architecture and privileged grounds as a sustainable competitive advantage, a campaign was launched associating this advantage with art, music and other cultural events that took place on the hotel outdoor areas. This initiative followed a research indicating this to be a relevant added value for the target audience. Renowned artists highlighted each benefit the hotel offered through selected original artwork: from Michelangelo’s Sistine Chapel detail to convey the importance of culture in the Hotel Philosophy to Picasso’s cubist pieces to talk about cutting edge technology.

• The project statements became the DNA of the hotel brand and were used for service training purposes within the entire organization (9 hotels at the time)
• The campaign won the “Páginas” award in the service category and offered enough mileage for across media implementation and long term development