Campanile la chaîne d'hôtels économiques (document en anglais)

Campanile is an economic hotel chain; its competition is hotels such as Ibis and Traveloge. Campanile targets small firms’ managers or sales representatives who travel very frequently. The company has developed on the “American motels” pattern and most of its hotels are implemented near motorway junctions because access in convenient and real estate is cheap. During the week-end Campanile tries to attract families and leisure clients by creating special offers.

15% of campanile’s hotels are franchised compared to 60% for Ibis, its biggest competitor. This choice doesn’t help Campanile’s worldwide growth but insures homogeneity within the group. Regarding the price, a room at Campanile will cost from 39 to 99 euros depending on the period of the week and the location. The average price for a room sold is 63 euros. There are ways to pay cheaper as the hotel chain is trying to develop offers for early booking on the internet.

Now we’ll come to the point and talk about comfort; Campanile has suffered from its very bad image in terms of comfort and design. Recently all the hotels have been through a huge renovation process orchestrated by designer Patrick Jouin. The famous French designer rethought the whole hotel and rooms in order to transform the image of the chain. From a place where sad professionals were working and sleeping, Campanile now became a place of well-being and fun for everyone. Rooms are now equipped with the same luxury mattresses as the ones from the famous Hotel de Crillon in Paris. Welcoming products have been upgraded and guests can now enjoy softer towels and exotic shampoos. As for technology equipment Campanile also made a strong investment and customers now have free Wi-Fi access and a 28 inch LCD screen in every room. What would be comfort without service? In order to make you feel at home a kettle and some biscuits are now available in the room. At Campanile 60 to 70% of the clientele is made of regulars, these regulars get their favorite newspaper in their room when they arrive.

Another aspect of the Campanile concept that makes it very different from its competitors is the fact that the revenue from their restaurant buffet accounts for 40% of the hotels sales excluding breakfast. The buffet formula entirely renewed by celebrity chef Pierre Gagnaire attracts 60% of walk-ins. Their offer is so competitive that their buffet attracts more than half of the hotel’s guests for dinner. The hotel chain boasts to offer 80% of what luxury hotels do for 20% of the price.

The campanile advert lasts 1:17 minute and the soundtrack is “Feels like heaven” by Katy Dann. As we said it before Campanile has been through an ambitious renovation program, the main goal of their advertising campaign is to get sales representatives and middle class management employees to understand that campanile has changed and that its hotels now offer a more fun and colorful experience. After letting us discover the long version for about 2 weeks, we have mostly seen this advert in its short version of 29 seconds which is very effective too.

So what is this advert about? A businessman gets back to his car after a night at the hotel; he drives a station wagon which makes people suppose that he is a family man and that he has been away from his wife children and dog for a few days. At first sight, the man who is all tidy while putting his suitcase in the trunk has sad looking eyes and seems exactly like any typical boring middle class person getting ready for another day at work. His night is over and now he has to take the road again. Suddenly, just before leaving, the good memories of his stay come back to his mind. The softness of the bed where he slept, the fun he had in the bathroom while having his shower, the gastronomic pleasures while tasting the wide range of desserts from the buffet. The businessman enjoyed himself so much in the hotel that he starts crying when leaving. We see him living the moment of his life jumping on the bed and playing with the shampoo on his hair in the bathroom, imitating gun-like behaviors with the hair dryer. His Campanile room makes him feel free. Freedom is the key word in this advert it is what Campanile expects its guests to feel.

Customers feel a need for relaxation; they are expecting to get a life after work. And that’s why this advert is brilliant, Campanile has understood that the ultimate relaxation is when you can abide in some time for yourself, which is what the advert is selling. Come to campanile and you’ll feel like a child again during your free time, here is the message. Campanile transmits the image of a modern hotel brand which is close to its customers. This demonstration reminds you of all the little pleasures you get when you go to a hotel. Trying the welcoming kit’s shampoo, throwing yourself on the bed without having to think about who will fix it, putting water everywhere around the shower without having to clean, having a great wide choice of contemporary French dishes inspired by 3 Michelin star chef Pierre Gagnaire making the main course experience a fabulous treat in which we can smell the spices coming out from the main dishes’ steam. Campanile represents all of it for you, there is no point to prepare anything your Campanile hotel does it all for you. All you have to do is open all your senses and enjoy. The five senses are very well represented in the advert. Earing with the music first, smell with the steam of the main course, touch gets represented by the softness of the duvet, the taste of the hot chocolate and sight by the look of the rooms and buffet. Campanile will keep your five senses awake and provide them with new sensations.

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