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In 2020, the completion of the Capitole Hotel expansion marked a new chapter for the internationally renowned establishment as it reopened its doors, entrusting Imédia with the task of promoting its offering: the best upscale tourist experience in the region. We reimagined all the tools through an integrated communication approach.
Le Capitole
The brand experience, "A revamped hotel for a spectacular stay," unfolded through several projects, including the redesign of the website based on an existing graphic universe, the creation of a TV advertisement and related media planning, a content strategy, press relations, the implementation of an influencer marketing campaign, and a comprehensive digital strategy.
Following the communication theme of the transformation, we conceptualized a TV advertisement telling people that staying at the Capitole Hotel would leave them "feeling transformed," both after the experience and in reference to the recent hotel renovations. We conveyed this idea by portraying the journey of a couple from sunrise to sunset, with day-to-night transitions reminiscent of the brand's signature. This journey allowed us to showcase the full offering of the Capitole in a glamorous tone, reinforcing the hotel’s upscale positioning.
By combining traditional placements with targeted digital placements based on relevant behavioural and sociodemographic attributes, we maximized awareness of the new offering in eastern Canada and the northeastern United States to boost consumer interest in the hotel complex and ultimately increase room and suite reservations. Finally, the digital strategy promoted direct booking with the establishment rather than through online travel agencies (Expedia, Booking.com, etc.).
The results were significant: in the year following the campaign, the establishment saw a 47% increase in revenue per direct booking on the website and a 21.84% increase in the number of reservations.
