Cape Town's Protea Hotel Fire & Ice! is currently undergoing a renovation. Unlike other construction sites that are an eye-sore, The Protea Hotel Fire & Ice! Cape Town team and our team at the Jupiter Drawing Room in Cape Town created a space that ignites the market and offers guests and brand ambassadors an opportunity to engage and share their décor ideas to the Protea Hotels team via Facebook and Twitter.
During the renovation, guests are invited to look through a 9m 'Sneak Peek Wall' to view what they think will be the actual construction site. However, upon closer inspection, they will find unusual, humorous and quirky images that are synonymous with the brand's and hotel's personality.
Ross Chowles, our executive creative director, says it was important to embrace the refurbishment, instead of steering the guest's attention elsewhere. "Protea Hotel Fire & Ice's clientele have come to know and love the unusual details and story telling the hotel provides. We wanted this to come through at all times. In addition to the Sneak Peak Wall, guests are also able to receive updates via a microsite, Facebook and Twitter. We are also encouraging guests to tweet their décor suggestions and ideas to the hotel (@FireandIceCT
) for consideration with the hashtag #MoreFireMoreIce
- it's a refurbishment that encourages open communication between our fans and guests leveraging the power of new media and social to generate talkability."
Nicholas Barenblatt, group marketing manager of Protea Hotels says that the creative execution by the Jupiter Drawing Room team is as playful and irreverent as the Protea Hotel Fire & Ice! brand. "The creative is witty and above all engaging. As much as it can be an overused term in marketing, this campaign has truly engaged our market and delivered on our brand ethos."
The new design and look of the public spaces will be revealed for all to enjoy on 1 September 2014.