Best Communication Campaign Diner de chantier WORLDWIDE HOSPITALITY - - PowerPoint PPT Presentation

WORLDWIDE HOSPITALITY AWARDS 2013

Best Communication Campaign “Diner de chantier”

« Diner de chantier » Innovative communication concept

 Why ?

 Opening of the 1st “boutique-

style residence” in France, equivalent to a 5-star hotel

 1st residence belonging to the

new label “Citadines Suites” for Citadines Suites Louvre Paris

 21st of March 2013  Private dinner in the building,

during its renovation

Exclusive concept = Exclusive reception

Presentation

Presentation

 Objective: to get positive communication feedbacks

regarding the residence and the concept of Citadines Suites Louvre Paris, from selected journalists.

 Concept: creating a private “diner de chantier” dedicated

to journalists, who were able to discover the property before everyone else, as a “Premiere”, while the residence was in the last phase of renovation

Presentation

 Target: 20 journalists, mainly from

feminine, decoration and lifestyle magazines:

• Balthazar
• Elle Ukraine
• First Luxe / Planet Luxe
• Hotel Lodge
• L’Express
• Looknbe.com
• Luxsure
• Madame Figaro
• Marie Claire Japan / Elle Japan
• Paris Première - Paris Dernière
• Paris select book.com
• Vogue Mexico / Latin America

Presentation

 Innovative aspects and assets of the operation

 Exclusivity: few journalists visited the residence still in renovation

before the public and were welcomed by dedicated staff (residence manager, communication director, VP sales and marketing…)

 Originality: “Diner de chantier”, a luxury dinner cooked by a

Michelin-starred chef

 Guided visit of different apartments, with the staff  Attentions: personalized and prestigious gifts…

Operation nature and scope

 Organisation of the event: around 2 months  Specialized press media were invited for this event:

 As journalists receive a lot of invitations for multiple events,

Citadines wanted to organize a very spontaneous and exceptional event to surprise them with a special evening  This event was organized internally, for the most important

part, by the Communication and PR department

 Budget: 13 000 euros

Operation nature and scope

 Communication

medium

 A private invitation

designed by The Desk press relations agency

Operation nature and scope

 Partner for this event: William Ledeuil, Michelin-starred chef

Tarama, Condiment Mangue- Curcuma Croquette de Veau aux Herbes Thaï, Condiment Moutarde-Violette

Burrata aux Herbes, Jus Basilic Farcis de Saint-Jacques, Condiment Pomme Verte

• Citronnelle

Minestrone de Canard, Foie Gras, Condiment Tamarin Truite de « Banka » Marinée, Condiment Betterave - Passion

 The menu

Operation nature and scope

Bœuf « Wagyu » Confit

• Laqué, Condiment

Teriyaki, Jus Thaï Glace Poivre du Népal, Chocolats « Gianduja & Tainori », Confiture Miso- Vanille

Operation nature and scope

 The menu

Agrumes Confits, Crème de Citron, Sorbet Goyave - Orange Sanguine

Operation nature and scope

 The menu

 Personalized gifts for guests

• After the visit of apartments and

the dinner, all guests received a bag with Hermes Guadalquivir ceramic trinket bowl, Citadines Suites Louvre Paris information

• n a personalized USB key and

Citadines documentation

Operation nature and scope

Operation nature and scope

Performances

 Excellent feedback regarding the event: dinner, atmosphere,

• riginality and gifts…

 Objectives reached in terms of press articles about the

residence and social network returns

 Examples: Balthazar, Luxsure, Le Journal du luxe…

Performances

Thank you!