Take a HTL room - An engaging digital launch for HTL hotels in Norway

The innovative hotel chain HTL hotels is set to launch two new hotels digitally in Oslo, Norway - HTL Karl Johan and HTL Grensen. Through their custom-made digital solution “Take The Room” HTL hotels seek to reach out to their primary demographic in a more engaging manner. In short, the concept aims to interact with the audience to digitally “take” a hotel room. Whoever has the room at a given time, wins.

Nordic Commercial Manager, Gül Heper, expresses that they have a brand profile that requires creative thinking;

“We are not the hotel chain who celebrates our launches with red carpets and canapés. We have an innovative digital concept that includes a website inspired by the most successful e-com. sites, our own City Guide, USB-ports in every room for easy charging of all digital units and the possibility for guests to open their hotel rooms with their phones”.

JCPr and In The Cold

The Norwegian public relations agency JCPr and the digital agency In The Cold are the initiators behind the campaign. JCPr attained awareness and engaged with the potential target group early in the process by inviting some of Norway’s most relevant celebrities to share their top tips for the City Guide. Nina Jarebrink, Ingeborg Heldal, Charlotte Thorstvedt, John André Hanøy and Mariann Rosa have all shared their hottest and most unique Oslo-tips with HTL´s guests. Academic Director at JCPr and key consultant for the project, Petter Gjelsnes, is thrilled to be working with a client like HTL who dares to be different; “A clear and distinct profile makes HTL hotels unlike any other chain of hotels. They are a hotel chain for the modern, urban traveller who seeks high quality and central locations at attractive prices. Hosts and hostesses have replaced the reception, and soon guest will be able to use a mobile key in their smartphone to unlock the doors. HTL hotels is a new kind of hotel chain and they therefor deserve a distinct and creative launch”, says Gjelsnes.

Take The Room

Briefly explained, the campaign engages the aimed group to digitally “take” a room. The one who has the room at a given time wins a night at the hotel for two people. In other words – the opportunity to experience HTL hotels paid for by the hotel. “ The campaign ensures that people actively test the hotel, and can share their experience in a fun and different way with friends and colleagues. It´s exciting and inspiring to work with two agencies who dare to think out of the box like JCPr and In The Cold”, states Heper.

Behind the campaign

The JCPr-team behind the campaign consists of Petter Gjelsnes, Rikke Klüver Voll, Martin Pira and Christina Øien, with Niklas Berg and Richard Westerberg from In The Cold. Responsible from the client side is Gül Heper.

The campaign is sett to run in three rounds, with the first run beginning on April 28^th at 10am. Check out the campaign at www.htlhotels.com/tarommet

The two new hotels are centrally located in Oslo´s city center, neighboring to Karl Johan.

For more information, please contact:

Gül Heper, Commercial Manager HTL hotels, phone +46 72 386 94 52

E-post: gul.heper@htlhotels.com

Petter Gjelsnes, Academic Director and partner JCPr, telefon +47 930 87 827

E-post: petter.gjelsnes@jcpnordic.com