HOTEL FOR INTERNATIONAL TRAINEES by Mortierbrigade Brussels for MORTIERBRIGADE

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HOTEL FOR INTERNATIONAL TRAINEES

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Creative Hornbach Intern, Joost Berends, Jens Mortier, Stijn Jansen, Philippe De Ceuster, Bram Ceuppens
Released March 2012

Credits & Description

Category: Corporate Communication
Advertiser: MORTIERBRIGADE
Product/Service: AGENCY
Agency: MORTIERBRIGADE
Creative Directors: Jens Mortier/Joost Berends/Philippe De Ceuster (Mortierbrigade)
Creatives: Jens Mortier/Joost Berends/Philippe De Ceuster/Bram Ceuppens/Stijn Jansen/Intern (Mortierbrigade)
Webdesign: Mathieu Micheau (Mortierbrigade)
Agency Producer: Helen Barrett (Mortierbrigade)
Styling: Bruno Jaspers (Ganzanderz)
Styling: Simon Van Laar
Media placement: The Hotel - Rue Waelhem 77 Brussels - 30 December 2011
Media placement: The Hotel Website - Www.mortierbrigadehotel.com - 30 December 2011
Media placement: Press Release 1 - Advertising Industry - 30 December 2011
Media placement: Press Release 2 - Advertising Industry - 30 March 2012
Media placement: Social Media 1 - Twiter / Facebook / Blogs - 30 December 2011
Media placement: Social Media 2 - Twitter / Facebook / Blogs - 30 March 2012

Summary of the Campaign
We are mortierbrigade, an independent advertising agency in the heart of Europe.
Attracting young talent is one of the main goals of our agency.

We get quite a few requests by creative interns from all over the world to do an internship. But often the paperwork and visas are a hassle, and short-term housing is very expensive.

So we transformed an empty building next to our office into a hotel: the mortierbrigade hotel for international creative trainees.

The hotel has three magnificent suites. But you can’t book them, you need to earn a place.

Trainees start at the ground floor, in the spacious 'Tent for Two'. Every item there is adapted to camping.

If the trainees perform well, they move up to the first floor into 'The Cabin in the Woods', which is designed around wood.

If they produce excellent work, they promote to 'The Royal Suite', with its kitsch deluxe design showing in every detail.

The hotel has quite a few advantages:

- The trainees have a home away from home, for free, and the opportunity to work in a pretty good agency.
- Our agency gets to work with the finest and most diverse young talents.
- Our clients get fresh and multicultural input from all over the world.
- It’s great promotion for our agency within the industry (talent & clients) and beyond.


The hotel opened in December 2011.

Demands from all over the world are coming in.

The hotel is already fully booked until December 2012.

Our agency got some great exposure within the advertising industry and beyond.

The Situation
We are mortierbrigade, an independent advertising agency in the heart of Europe.

Attracting young talent is one of the main goals of our agency.

We get quite a few requests by creative interns from all over the world to do an internship.

But often the paperwork and visa are a hassle, and short-term housing is very expensive.

The Goal
there were 2 goals:
1. to attract young talent
2. to promote our agency within the advertising industry (talent and clients)

The Strategy
We get quite a few requests by creative interns from all over the world to do an internship.

But often the paperwork and visas are a hassle, and short-term housing is very expensive.

So we transformed an empty building next to our office into a hotel: the mortierbrigade hotel for international creative trainees.

Execution
Phase 1: the hotel was launched via press releases to the industry’s most important websites, via creative schools like The Miami Ad School.

And it got quite some exposure on TV, in newspapers, magazines and on radio worldwide. (Time Magazine, etc.)

Phase 2: Once the trainees started moving in, we released a newsletter on our hotel guests. That got us some new exposure (Radio 1, VT4, etc.)

Documented Results
The hotel opened in December 2011.

Demands from all over the world are coming in.

The hotel is already fully booked until December 2012.

Our agency got some great exposure within the advertising industry and beyond.

- Online: More than 2.000 tweets and 100 online articles from Springwise, Ads of the World to Time Magazine.
- TV: SBS Belgium (VT4), TV Brussel, and so on.
- Print: Newspapers, magazines, design magazines, etc.