• Chidozie Uzoezie

Hotels to Indulge: Mövenpick Unveils New Global Campaign

Mövenpick Hotels & Resorts has unveiled its new global campaign, Hotels to Indulge. The new campaign is designed to expertly blend the guest experience with the transformative power of food, create connections through culture, and encourage guests to consciously indulge.

Steeped in the brand’s heritage and philosophy of culinary excellence and human connection, the “indulgence done right” campaign features chocolate-inspired creative, playful imagery, and local gastronomy-themed guest experiences thoughtfully curated to feed and enrich the soul.

The new campaign was inspired by and crafted using recent consumer research, which indicates travellers around the world describe luxury as “having time to relax and enjoy oneself.”

With Hotels to Indulge, Mövenpick will be “the” destination for food culture that brings people together, enables connections, stirs emotions, and creates magical culinary moments travelers and locals aspire to experience.

The new campaign underpins a vital part of the brand’s strategic plan to elevate brand awareness, strengthen its premium positioning, enhance relevancy with core and younger audiences, and deepen engagement and advocacy through elevated, unpretentious and authentic experiences. 

Hotels to Indulge launches in September 2022 with a strategic media plan focused on engaging audiences across social and digital channels.

As part of the campaign kick-off, Mövenpick has partnered with famed pâtissier Eric Lanlard, affectionately known as 'Cake-Boy,' for exclusive culinary moments in select markets, beginning with the Middle East.

This fall, Mövenpick will invite influencers and content creators to participate in a Weekend of Indulgence with Eric Lanlard at Mövenpick Resort Al Marjan Island.

This will be the first in a series of events at Mövenpick properties worldwide that will feature experiences such as chocolate master classes, custom amenities, chocolate-inspired social hours, and sensational dinners.

An exclusive Mövenpick Chocolate Hour concept designed by Eric Lanlard will also be offered across 15 hotels and resorts in the Middle East, Africa and Turkey that will surely surprise and delight guests.

In addition to on-property events, the Hotels to Indulge campaign will feature a social media contest encouraging individuals to share unexpected, unscripted moments of joy.

These could range from random acts of kindness or serendipitously running into a favorite football player to capturing a child’s reaction to their first bite of chocolate cake or seeing snow-capped mountains for the first time.

Though times are uncertain, the social campaign is one-way Mövenpick is taking action to remind people that life is full of small moments of joy and that we must all strive to embrace and celebrate them.

To participate, fans of the brand can simply post photos or videos on Instagram using the hashtag #HotelsToIndulge.

Mövenpick will work in collaboration with a curated group of select partners to encourage their online community to share unexpected stories that move them the most for a chance to win exciting prizes.

The contest will launch on 01 October 2022 and conclude on 30 December 2022. See Mövenpick Hotels-to-Indulge Terms & Conditions for further details.

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