Hotel Jen needed to appeal to the next generation of guests. Highly social, young-at-heart travelers looking for distinctive experiences and local culture. So we needed to cut through an established market crowded with international competitors and international budgets.
In this fiercely competitive and overcrowded market, competitors have adopted a stock approach; appealing to everyone and anyone, forgoing interesting and emotional in favour of rational, offer-led persuasion.
Lacking genuine awareness and understanding of its brand amongst consumers, and unable to compete on size and spend, we needed to think differently.