From Content to Commerce: Moving millennials down the path to purchase PDF


ibis know that every city has its own heartbeat as well as its own sound. After undertaking extensive research in conjunction with Weber Shandwick, it was revealed that 30% of young Australian travellers aged between 18 and 24, will travel for a musical concert or performance. Unlocking this core truth allowed ibis to leverage this demographics’ passion for music and create tailored musical “playgrounds” around strategic ibis locations to encourage bookings in these hotels. The 2016 campaign helped to capture the Australian youth travel market and has ultimately increased hotel bookings by 19% (YoY) and reaching 2.2M+ people.

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