City Lodge Promo, Case study 25TH ANNIVERSARY VHS by TBWA\Hunt\Lascaris Johannesburg

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Industry Hotels & Resorts
Media Promo & PR, Case study
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Director Fausto Becatti
Executive Creative Director Damon Stapleton
Art Director Adam Weber
Copywriter Kamogelo Sesing
Designer Bronwyn Bridgeford
Released September 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: CITY LODGE
Product/Service: HOTEL
Date of First Appearance: Sep 1 2010
Executive Creative Director: Damon Stapleton (TBWA / Hunt Lascaris)
Creative Director: Adam Weber (TBWA / Hunt Lascaris)
Art Director: Adam Weber (TBWA / Hunt Lascaris)
Copywriter: Kamogelo Sesing (TBWA / Hunt Lascaris)
Account Executive: Jenny Trenchard (TBWA / Hunt Lascaris)
Production Manager: Craig Walker (E-GRAPHICS)
Production Manager: Robert McKenzie (TBWA / Hunt Lascaris)
Director: Fausto Becatti (Picture Tree)
Executive Producer: Sandra Gomes (TBWA / Hunt Lascaris)
Designer: Bronwyn Bridgeford (TBWA / Hunt Lascaris)

Insights, Strategy & the Idea

CITY LODGE is one of South Africa’s most loved hotel chains and has been our client for 25 years. The objective was to present something that celebrated this.

We took CITY LODGE’s customer-focused brand promise of ‘Feel at Home’ and for once, made it relate to CITY LODGE by making them feel at home. Like part of our family.

The audience was the client (CITY LODGE founders, top management and brand management team).

The insight came from the brand proposition - ‘Feel at home’. What if, for once, we could make this customer-focused proposition relate to the clients themselves by making them feel at home, like part of our family?

In this case, the client was the audience, so the relevance was strong. The proposition resonated, as it was their brand proposition, just refocused. They understood and appreciated the thinking’s origin and how it translated into the idea.

Creative Execution
We collected memories in the same way a household, home or family, would have done 25 years ago – with a home video. A scuffed and aged VHS sleeve contained a moulded cassette, which opened up to reveal 2 mini DVDs one of which being a reel of all the ads we’d done together over the years, plus a collection of old & embarrassing photos from parties and various other interactions the HUNTS / CITY LODGE family has had together over the years.

Results and Effectiveness

We’ve always had a great relationship with the CITY LODGE client. So more than anything else, what this achieved was to further strengthen an already strong client/agency relationship. This was proven when, to celebrate their 25yrs in the hotel business, they threw a gala event and invited our agency to come and present the VHS idea to the rest of the CITY LODGE team.