Spring Hotels
Hotel Bitácora
repositioning
Sorry, <span data-buffer="">we conceptualized the value proposition of Hotel Bitácora to bring to life a brand new, relevant and differentiating positioning. Not sorry.
Brief
<span data-metadata=""><span data-metadata=""><span data-buffer="">Sorry, tourism industry is in constant renewal and, after more than 30 years, it was time to redefine the positioning of Hotel Bitácora, part of the Spring Hotels group.
Challenge
<span data-metadata=""><span data-metadata=""><span data-buffer="">The challenge was to make the value proposition of a genuine concept tangible, so it could be impregnated both in its spaces and its communication, and that would be able to differentiate the product in its category.
Solution
<span data-metadata=""><span data-metadata=""><span data-buffer="">The rethinking was based on its tagline and value proposition: "Fun for everyone". Therefore, we knew that the concept had to encompass all kinds of fun.
Since it was a multidimensional project, which included the rethinking of spaces, styles and narratives, we began by defining its visual universe. For this, we counted on the artistic direction of Lauro Samblás from Tenerife, with whom we developed a lively and colorful ecosystem capable of reflecting the concept in all media.
In the next phase, we continued to materialize the new positioning through a network of audiovisual content that showed the hotel from the inside out. Based on different experiences depending on the audience, we scripted six micro-stories that showed its different spaces.
The result was a collection of stories full of life and plurality, through which the client could project their vacation according to their own concept of fun.
