ibis Hotels knows that every city has its own heartbeat, as well as its own sound.
Since 2014, Weber Shandwick has been helping ibis Hotels reach millennials by using music as a connection point.
In three years, we’ve helped ibis to reach 300K+ visitors with editorial content and a further 730K+ via a targeted video series. We achieved this by creating ibisPLAY: a music publication that provides travellers with all they need to wander a city and tune into the local music scene.
The platform delivers content which resonates with the musically minded millennial – including geo-located gig guides, videos, giveaways, festival and album reviews and more exclusive content and experiences relevant to this demographic.
Never on pause, the campaign sought to go beyond our existing audience and to increase the reach of ibisPLAY. To achieve this we amplified the content by retargeting travellers on Facebook. Now the ibisPLAY platform not only engages with the millennial audience, it also operates as a content-to-commerce model of communications. Content is now reaching 2.2M+ people aged 18-24 and generating hotel bookings through on-site booking functionality.
Across three years, two social platforms and one custom designed website, this campaign has successfully established ibis Hotels as the premier venue for music based travel in Australia.