INTERCITY HOTELS / YOO2

Travel in style

Brand positioning

based on hospitality, lifestyle and a clever language .

The client

Intercity is a midscale hotel chain with a presence in all regions of Brazil, with a strong focus on corporate travel. Even so, the brand has understood the role of bringing lifestyle and clever language to its marketing approach, which gives it a competitive edge in a highly competitive scenario.

clever

adj. (UK ˈklev.ə r / US klev.ɚ )
1. the ability to learn or
understand things quickly
2. skillful
3. something that is “well thought out”
4. demonstrates intelligence,
but not in a serious way

Digital Influencers

Betting on representing multiple lifestyles, the institutional positioning created by Bistrô for Intercity allows several influencers to be the stars of the brand's ads. With this, we can also segment the message: in a publication that talks about the LGBTQI+ Parade in São Paulo , for example, the Intercity campaign can wear the colors of the cause!

With the Covid-19 pandemic and the need for social isolation, the tourism sector was one of the most affected. With the closure of several hotels and the arrival of the concept of a “new normal”, Intercity had to reinvent itself. Bistrô was the strategic partner in defining the reopening plan, with the #WelcomeBack campaign , on several fronts: the implementation and communication of health safety measures in hotels, the launch of an app to build customer loyalty and reduce contact at check-in and check-out, the management of content on social media about destinations reopened after the easing of isolation, and also a strategy to raise public emotional awareness, through an emotional video addressing the longing to travel.

Stickers

Instagram

Bistrô also develops campaigns for specific initiatives at each hotel in the Intercity chain, such as the Águas Claras hotel, which has a sustainability project.

One of the fundamental aspects in the process of resuming hotel services is respecting the customer's time and clearly communicating the safety measures adopted. To this end, Bistrô developed informational pieces with the concept “We're back. So you can come back at your own pace”.

Carioca soul

Yoo2 Rio de Janeiro is the first hotel in Brazil with the design brand Philip Starck, managed by Intercity. Bistrô created the launch campaign, the communication materials and the concept “ Cariocally ”, which reflects the cosmopolitan soul of Rio de Janeiro and gives its name to the hotel’s restaurant.