2017 Winners & Shortlists

The Campaign

The creative idea is based around the concept that Rove Hotels has the ambition to be on the pulse of Dubai. By being at the very forefront of what is happening in the city, the hotel attracts personalities that thrive on adventure and who want to explore as a local does, absorbing the deep-rooted culture of the city. Rove Hotels represents a global travelers’ base camp, providing the opportunity to explore, wander or traverse the world. Through a concept that is simple yet inspirational, the Rove Hotels brand is forever true to its multicultural Dubai roots. Mirroring the evolution of Dubai as a flourishing global brand, Rove Hotels is here to inspire, here to advance, here to stay. It provides a social and cultural hub for international explorers with efficiency and relevance at the heart of the brand concept.

Creative Execution

The visual language reflects the very essence of Rove Hotels. We developed a tagline that reflects the mind-set of a Rover - to Explore without Borders, and as a result developed a landscape pattern that mimics a terrain that one might explore. The Rove Hotels colour palette is always cool and earthy—the primary blue is inspired by the local blue sky that Rovers can wander under. We carefully considered each element that built the primarily digital brand, ensuring it represents Rove Hotels’ strategy. An example is the development of a unique photo filter that makes Rove Hotel’s images recognisable. The project launched with immediate success; the campaign hit airports, taxis, billboards, metro stations and radio spots across Dubai with impressive activity across social media channels. The hotel was fully booked within 3 months and reached the #1 spot for 3-star hotels on Tripadvisor.

Indication of how successful the outcome was in the market

· 100% occupancy within 3 months of launch. · Ranked #1 on Tripadvisor for 3-star hotels in Dubai. · Award for Web Design: Best In Class by the Interactive Media Council Inc. · Design MENA: Award for Interior Design of the Year. Additional info: Travel websites, such as TripAdvisor and booking.com have provided insight into past and present Rovers’ hotel stay satisfaction. TripAdvisor gives a 4.5/5 star rating and booking.com gives an 8.8/10 rating. One Rover said “After staying 10 nights, I'm now saddened to be leaving this room that I thought of as my second home!” and another stated “The hotel is made for young travellers! The location is very good, the staff there are all fashionable, young and cool!”

Rove Hotels is for the modern, attentive, value conscious and socially connected generation, who we call Rovers. Rove Hotels provides any community – including worldwide Rovers and residents, who are young and young at heart and use technology to optimise their life—with a valuable hospitality experience. These brand attributes and the personality of our Rovers have been implemented into every touch point a Rover might interact with. From bicycles to a place to store your luggage to self-service Laundromats to the ability to get into your room using your phone to baristas that serve some of the best coffee in town, Rove offers great amenities. Rove Hotels fills the demand for a mid-market hotel in the region, fulfilling the needs of mid-market travelers, where demand has increased due to a growing middle class in key source markets and a younger guest profile with limited disposable income.