WORLDWIDE HOSPITALITY AWARDS 2019

“Lessons in a Life Well Lived”

CANDIDATE TO BEST STORYTELLING AND COMMUNICATION CAMPAIGN

P R E S E N T AT I O N

What we like to call “A Life Well Lived”

GRAN MELIÁ HOTELS & RESORTS is a dedication to a life

well lived brought to life through the delivery of intuitive personal

service, the fine execution of exceptional experiences, and a

modern expression of Spanish culture. Gran Meliá takes residence at

a collection of the world’s most dramatically beautiful luxury

landmarks.

Gran Meliá evokes the essence of Spanish culture: simple

pleasures, connection to the land, respect for things done well and

understated elegance in every detail.

P R E S E N T AT I O N

Name of the Campaign:

Lessons in a Live Well Lived

Definition of the communication strategy:

It is a communication campaign designed to share the brand´spersonality (Spanish culture and luxury) and position it within the

hotel´s luxury top brands within the Spanish market.

Through this campaign, we reinforce the connection of Gran Meliá

with the Spanish culture essence, through our own lessons in a life well

lived: the enjoyment of little pleasures, the connection to the land and

local traditions, respect for things well done and natural elegance, which

is perceived without being perceived. A philosophy of life that is

reflected throughout the experience of travelers in our hotels, enjoying

the flavor of the local, appreciating the creativity and talent of our

culture and the warm and respectful character of the service.

These are the Spanish lessons by Gran Meliá.

#ALifeWellLived

P R E S E N T AT I O N

Launch Period:

2019 3 actions – May, June, December

The 3 lessons of a live well lived we have based this years´campaign on

have been:

May – “Noche” (Night) at Hotel Colón, Seville

June - “Artesanía” (Crafts) at Hotel de Mar, Mallorca

December – Coming soon

Nature of the campaign:

General Public

Main target audience:

B2B and B2C

Campaign reach:

Spanish market – main focus

International market - secondary

Innovative aspects and major assets:

360º Campaing – Off and On

Innovation: first European travel company using vertical format on

Trueview ad (Youtube)

C O N C E P T I O N

Support in defining the strategy:

We would like to highlight the deep analysis done by Havas Media as a result of an intense strategic process.

We realized we have a fantastic brand opportunity, also linked to the “Marca España” reputation increase, contributing

therefore to the positive reputation and strength of Spanish brands around the world.

Havas Media research

AN OPPORTUNITY TO…

… elevate our brand to become firmly

strong and relevant in the market.

…to tell our iconic hotels history

through the Spanish culture and its

connection to the destination.

C O N C E P T I O N

Creative Agency:Kitchen (Spain)

https://kitchen.es/

Main objectives (2019): - Brand awareness, position the brand as a reference within

the luxury hotel industry in Spain.

- Transform our message into reality: offer Spanish inspired

experiences to our guests (Exceptional Experiences program) –

From Promise to Delivery.

2019

ARTESANÍANOCHE

MAY

Hotel Colón, Seville

Tomatito concert at the

Presidential Suite Terrace

JUNE

3rd LESSON

DECEMBER

Hotel de Mar, Mallorca

With chef Marga Coll and artist

Andrea Zarraluqui

Coming soon

Length of the campaign: a total of 3 actions along the year

A journey to the Spanish essence throughout a collection of 3 unique experiences

C o l l a t e r a l a n d w e b

0201

Lessons in a Life Well Lived

HOTEL DE MAR, MALLORCA

03

HOTEL COLÓN, SEVILLE

C O N C E P T I O N

Coming soon

HOTEL COLÓN, SEVILLA

“ARTESANÍA”

Con Marga Coll, una de las mejores chefs

mallorquinas, y la diseñadora Andrea Zarraluqui

“NOCHE”

Con el reputado guitarrista flamenco

Tomatito

HOTEL COLÓN, SEVILLE HOTEL DE MAR, MALLORCA

C O N C E P T I O N

0201 03

Coming soon

LESSON 1: NOCHE (Night) Tomatito playing at the Presidential Suite Terrace – May

Our first lesson was an intimate performance by renowned

Spanish flamenco guitarist Tomatito. This artist rose to fame when

he took over from Paco de Lucía as late singer Camarón’s guitarist.

He has released six solo albums, with two winning Latin Grammy.

The selected audience included key media, influencers and local

VIPs.

This live concert was recorded as the “Noche” campaign video and

marked the start of the flamenco series that continued

throughout the summer at the hotel.

3 GIGS | ALL SOLD OUT

C O N C E P T I O N

LESSON 2: ARTESANÍA (Crafts)With Marga Coll and Andrea Zarraluqui - June

For our second lesson Mallorcan Chef Marga Coll and ceramic

painter Andrea Zarraluqui partnered to create an exceptional

gastronomy and design experience.

A journey of discovery through the island of Mallorca, with

dishes created by Marga Coll using fresh, locally sourced

products served on handpainted plates, beautifully designed by

Andrea Zarraluqui.

C O N C E P T I O N

LESSON 3

C O N C E P T I O N

Paid Print

Digital Media

Organic PR

Social Media

Strategy

Luxury B2B

Strategy

Hotel

ExperienceCRM

LESSONS IN A

LIFE

WELL LIVED

Campaign Microsite

www.leccionesdelgranvivir.com

Media Mix: a 360º CAMPAIGN | B2C & B2BC O N C E P T I O N

Organic SM

Paid SM

Influencers´activations

I M P L E M E N TAT I O N A N D E VA L UAT I O N

How has it been evaluated?Our main metrics have been as follows:

Organic PR – Clipping and AVE (Advertising Value

Equivalent)

Paid Print – Impressions and AVE

Social Media – Reach, impressions, engagement

Digital Media (mainly branded content and social spots on key

online media) – Viewed pages, reading time, reach per format

CRM – Open rate, CTR, bounce rate…

Microsite – total traffic, unique users, conversion

Time required to develop the project:Concept definition and pre-production: 4 months

Production: 1 week per action, total 3 weeks

Post-production: 9 weeks in total along the year

E VA L UAT I O N

Objectives achieved, a few figures:

Very positive results obtained so far

+ 30% Social Media audience increase

+40%B2B sales increase

+ 40%Web sales increase

NEW: We are the first brand within the

Travel sector using the VERTICAL format

VIDEO AD – TRUEVIEW

Horizontal & Vertical

E VA L UAT I O N

Objectives achieved, a few figures:

Very positive results obtained so far

+10millIMPRESSIONS

SOCIAL MEDIA

+3.2millTOTAL TRAFFIC

TO CAMPAIGN SITE

IN 4 MONTHS

+700KAVE IN NATIONAL

COVERAGE

Higher CTR than

the benchmark in

the Spanish

marketON TRUEVIEW

+5millTOTAL

QUALITATIVE

IMPACTS

E VA L UAT I O N

NATIONAL COVERAGE

Total AVE for “Noche” and “Artesanía”: +520k

Objectives achieved:

E VA L UAT I O N

INTERNATIONAL COVERAGE

Total AVE for “Noche” and “Artesanía”: +400K

Objectives achieved:

Germany

UK

Indonesia

France

China

Gran Meliá invites you to share the best

Spanish essence with the world,

our Lessons in a Life Well Lived