Following a three-year period focused on brand communication, Iberostar Hotels & Resorts is taking its strategic plan further, specifically up-weighting focus on global online channels.
The campaign focuses on promoting messaging behind the chain’s key pillars: personal service, gastronomy and entertainment.
The highly-intuitive and easy-to-browse Inside Iberostar microsite offers users thirteen videos showing real guests enjoying their holidays.
It’s then the turn of the chain’s employees to reveal their secrets to guaranteeing customers a perfect stay.
The microsite tailors the selections of videos offered to users in accordance with their preferences based on their responses to three simple questions: What do you look for in a holiday? Are you one of those people for whom eating is a pleasure? and Who will you travel with?
Luis Hérault, chief marketing officer, Iberostar, said: “After working on the IBEROSTAR brand for three years, we’d reached the point we wanted to be at.
“This 100 per cent online campaign helps our current and future customers to consider Iberostar as their number one option when it comes to choosing where to spend their holidays.”
Developed by the Spanish advertising agency Sra Rushmore, the new Inside Iberostar website is available in six languages (Spanish, English, Portuguese, German, French and Russian), enabling it to reach consumers in more than 100 countries and almost 90 per cent of the company’s customers, making it the company’s first ever 100 per cent global campaign.
A major support strategy will also be launched on the company’s social platforms to promote and support the microsite’s online presence, together with media plans activated in the UK and USA.