In support of the re-launch of Hotel Jen’s brand positioning, DigitasLBi has developed an integrated communication campaign that showcases young and upcoming talent, artists and artisans, local start-up products and services.
The campaign #NextJen invites guests to be part of the new concept, making the hotel a platform for a new generation and inspiring guests with #ThatJenFeeling.
The campaign recently unveiled a launch film to inspire guests to explore different sides of their personality by checking out the new Hotel Jen Tanglin. Additionally, the campaign also includes a series of online ads and other short videos that showcase the new brand positioning. Key markets for the campaign include Singapore, Australia, Hong Kong, Indonesia and UK.
Earlier this year, Shangri-La Hotels and Resorts appointed DigitasLBi as its fully integrated Global agency of record, working across all of their hotel and loyalty brands including Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brand.
Clifford Weiner, general manager at Hotel Jen, said response to the new brand positioning had been encouraging.
"DigitasLBi has helped us transform Hotel Jen by giving us a stronger presence and greater appeal with the youthful creative audiences across the APAC region. The agency's creative and strategic approach has helped us bring out the core identity of the brand in a refreshing and youthful way.”
Annette Male, managing director at DigitasLBi Singapore added: “Hotel Jen is a new ideas hotel and acts a catalyst and incubation space for creative thinking. We are excited to partner with Hotel Jen on their new brand positioning and to support them in moving the brand forward to the next stage of its evolution.”