Bang & Olufsen is a consumer electronics company, known the world over for exceptional quality audio systems. They approached us to help introduce them to the hotel sector, an area they had previously struggled to penetrate. Key to the creative, was the need for a valuable proposition – we needed a reason for hoteliers to want to pay more to have B&O systems as part if their accommodation packages.
Our strategy was to approach a collection of exclusive hotels from around the world – in exchange for the placement of B&O products within their rooms, we would feature them in a hotel guide that would be distributed to the over 260,000 high networth individuals on the B&O customer database.
Buy-in from hotel partners meant we were able to develop a guide, promoting exclusive accommodation around the world, all that feature B&O audiovisual products. The guide was beautifully presented in a coffee table style book, to reflect the luxurious nature of B&O and the hotels we were promoting.
We called the book ‘Hygge’; a Danish word that expresses a strong sense of well being and belonging – the emotional connection we have to feeling at home. We created photography for the book, of the Bang & Olufsen systems placed within the key hotels around the world.
We printed a huge amount of copies, that were distributed across a network of exclusive hotels, globally.