Moxy Katowice
A cool mission
in pink
KV, Opening/lauching
Moxy Katowice
A cool mission
Client
Moxy, a vibrant and designer hotel network, is synonymous with ease, comfort, modernity, youthfulness, and entertainment. It is an affordable brand under the Marriott group, already spanning three continents – North America, Asia, and Europe. The first such hotel in Central and Eastern Europe opened in Katowice-Pyrzowice, next to the International Airport.
With 100 comfortable rooms and a modernist space featuring a Silesian theme, it caters to the expectations of contemporary guests – millennials. They dictate travel trends, which is why the brand prioritizes lifestyle freedom, passion, fun, and relaxation. The 24/7 bar island serves as a social hub for entertainment, offering the chance to unwind with a drink or recharge with coffee at any time of day or night. Meanwhile, weary adventurers can find respite in the hotel lounge.
Collaboration Overview
We began our collaboration with the Polish Hotel Holding (PHH) in 2016. Since then, we have been responsible for the advertising strategy of all the company’s hotels (10 properties, including Courtyard by Marriott Warsaw Airport, Hampton by Hilton Gdańsk Airport, and Golden Tulip Międzyzdroje). Each of these hotels requires a separate and unique vision. For this reason, our dedicated project team always prepares an individual communication and marketing strategy tailored to the target audience of each property.
In 2018, together with the company’s central marketing team, we embarked on an entirely new challenge: developing a comprehensive marketing plan for PHH’s new investment – Moxy Katowice Airport. In cooperation with the Client, we created an unconventional and original promotional concept for the new hotel. The key challenges included the hotel’s location at the airport and the brand’s distinctive character. Moxy is a youthful and modern brand that, in its American version, can be quite bold and unconventional. However, its execution in Poland required adaptation to suit a different target audience.
The outcome of this collaboration was a strategy encompassing the tone of communication, key messages, and key visuals, along with a complete media plan. This plan accounted for both online and offline implementations, including support in organizing promotional stands at the airport.
Challenges
01
The first hotel of its kind in this part of Europe, with very bold communication,
required the creation of key visuals (KV) that aligned with the brand’s global guidelines
while also being tailored to Polish audiences.
required the creation of key visuals (KV) that aligned with the brand’s global guidelines
while also being tailored to Polish audiences.
Key Visual
Moxy Katowice Airport, due to the brand’s unique character, required an innovative approach to key visuals. While developing the key visuals for the Polish market, we had to consider the established image of Moxy properties abroad and adapt it appropriately. Translating the Western concept involved striking a balance between a faithful representation of the original and creating a bold, striking, and engaging message. We reached the target audience through daring and energetic graphics paired with catchy slogans.
Based on the developed key visuals, we created a promotional video, as well as a complete airport branding package and marketing materials for the hotel.
Co-creating
the strategy
Key visual
Commercial
Support for
the airport event
Online materials
Design and execution
of BTL and ATL materials
Collaboration
with subcontractors
Airport zone
arrangement
Commercial
The commercial played a very important role in the media plan. It was the main communication axis for materials prepared for two channels - Facebook Ads and Google AdWords.
We created the spot in line with the overall brand concept in two versions – 30 and 15 seconds – depending on the advertising tool. A well-thought-out storyboard, based on the message “EAT, SLEEP, PARTY, REPEAT,” along with carefully selected shots and energetic music, ensured that anyone who watched it would instantly want to be #atthemoxy.
Offline activities,
event suport
We actively supported the Client in communication and actions taken at the airport. We were responsible for consultations with subcontractors. With a full understanding of the brand's goals and objectives, we provided advice on image-related matters, paid attention to every detail, and proposed solutions consistent with online activities.
We were the only agency responsible for both online and offline actions, fully overseeing the brand at every stage of its introduction to the Polish market. Our complete engagement, close cooperation between the Agency and the Client, and multi-channel efforts led to outstanding results, achieving 100% of the brand’s set goals and generating significant buzz even before the Moxy opening. We had a fantastic time at the grand opening!
Our Client's recommendations are a testament to their utmost satisfaction, which was reflected in entrusting us with the execution of further marketing strategies for newly established hotels – Holiday Inn Express Rzeszów Airport and Moxy Poznań Airport.
