Since mid-February, an advertising campaign for Renaissance Warsaw Airport Hotel has been running, based on ATL and BTL activities as well as digital. The concept, creative work, media selection and execution are handled by the Huee agency.
Renaissance Warsaw Airport Hotel is the first Renaissance-brand hotel in Poland, located next to Warsaw's Frederic Chopin Airport.
The Renaissance brand represents luxury and five-star standards in a completely new, unconventional way.
Its identity is built on three pillars:
- Independent (boldly independent)
- Intriguing (intriguingly unexpected)
- Indigenious (authentically local)
The Experience the Art of stay campaign was the creative idea underpinning all advertising activities. It combined a presentation of both the hotel's five-star service quality and references to the artistic inspiration that surrounds it, as a pillar of the hotel.
"Renaissance Warsaw Airport Hotel is a place where guests will not only relax before or after a journey, but above all find inspiration in the interiors, flavours and scents." says Małgorzata Broniarek, Sales and Marketing Director at Chopin Airport Development. "It is a unique point on the map of Warsaw — very luxurious, but also lifestyle-oriented. Inspiration drawn from Polish modernism, a kitchen and bar based on regional, seasonal products — all of this means that even a business trip turns into a stay steeped in unique experiences," she adds.
"The Experience the Art of stay concept refers to the constant search for inspiration, the endless references from the world of art to everyday life, and at the same time emphasises the luxury of a stay at Renaissance Warsaw Airport Hotel. We created a coherent communication language that is clear to business clients who expect that a hotel stay can be a lifestyle experience without any compromises," says Piotr Dominik, Managing Partner at Huee.
About Renaissance Warsaw Airport Hotel
The hotel opened on 26 April 2018. Its owner and operator is Chopin Airport Development — a company established by the state-owned enterprise "Porty Lotnicze" (PPL) with the mission of carrying out investments located in the vicinity of airports. CAD is simultaneously the investor, operator and administrator of existing facilities and projects built from scratch. The Renaissance brand belongs to Marriott International.
Terms from the article
ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.
Why it matters: It builds mass brand awareness: television, radio and outdoor reach places where precise targeting does not. A brand known from the screen later wins more easily online.
When it is used: When building awareness of a new brand, launching mass products and running image campaigns.
What skipping it risks: Without mass communication, a brand grows only among those already interested — new groups of recipients remain out of reach.
