Graymatter helped ibis to create and launch #ibisLates, A joint venture between ibis hotels and The Roundhouse
Partnership Reach (Accor Hotels & Roundhouse)
Total Reach (Traditional PR and Social)
Raising awareness of ibis’ partnership with The Roundhouse and their support of new and emerging artists, Graymatter helped ibis to create and launch #ibisLates. A joint venture between ibis hotels (owned by Accorhotels) and The Roundhouse.
The kick-off event was hosted at ibis London City on Thursday 10th November 2016 and streamed LIVE onto ibis’ Facebook page.
Roundhouses’ resident artists Estée Blue, Jay Johnson, Soma and Nikita Chauhan performed live on the night connecting with both the physical audience and those online following the #ibisLates.
Creating reach and engagement during the event, social media influencers were invited to the private gig and given a series of tasks to complete to generate content; Just Jodes, Sam Carr and Lucy Moon to name a few. The ibis Instagram and Snapchat page were handed over to pertinent influencers to perform takeovers and connect with their millennial audience.
Pre, during and post event, #ibisLates event generated a series of unique content, including Live Facebook videos, Instagram and Snapchat stories across multiple handles reaching over 42 million.
Creating content across multiple platforms informed all of ibis’ audience that the #ibisLates event was live. It is this consistency of content that fans are looking for when following a brand or event in a real time.
"We want everyone to feel famous at ibis, and with ibis Lates we hope to give everyone a little taste of being VIP backstage with a band. It’s going to be great fun to see our social spaces in ibis taken over for a late night with some new young talent from The Roundhouse."James Wheatcroft | VP Marketing | UK & IRE Accorhotels
"Our partnership with ibis Hotels gives some of our incredible resident artists the opportunity to perform to audiences beyond the Roundhouse."Phil Eacott | Corporate Partnerships Manager | Roundhouse
"ibis Hotels and the Roundhouse have kicked off their collaboration to help up-and-coming artists showcase their work at the hotel chain's venues in major cities around the UK"The Drum