Client: Constance Hotels & Resorts
In 2019 the luxury hotelier Constance Hotels & Resorts announced the launch of C Resorts, a new hotel chain with an innovative approach to luxury travel.
With the beauty of nature at the core of both hotels’ propositions, and the price points both accessible only to affluent and HNW individuals, creating distinction between the two brands was paramount in Cream’s media strategy.
Cream’s consumer-centric planning process led them to two audiences, defined and differentiated by attitudes and personality rather than demographic profiling alone. While the Constance audience sought relaxation and luxurious escapism in a more traditional sense, the C Resorts audience wanted to actively engage in the child-like adventure of travel and embraced new challenges and experiences whilst on holiday.
To capture the attention of this new audience Cream devised a media strategy which would bring the C Resorts brand to life, without jeopardising Constance’s established classically luxury credentials. Their media plan took advantage of the playful creative treatment for C Resorts, choosing placements which would capture the attention of the audience and convert this into valuable time spent exploring the resort online.
Bespoke takeovers of We-transfer across key European markets gave C Resorts a foothold in important creative communities, while digitally led native partnerships with publishers encouraged users to immerse themselves in the C Resorts adventure. Cream’s campaign surpassed all benchmarks of engagement metrics including dwell time and CTR, but importantly also provided valuable audience validation giving a strong strategic base for future campaigns.
This case study is featured in our UK Advertising Exports Report, which you can download here.