BE­HIND THE SCENE

And Pull­man cre­ated... the Global No­mad

The Pullman Magazine - - Contents - TEXT RITA G. YACOUT

OTHER TIMES, OTHER WAYS TO TRAVEL… TRAV­ELLER 2.0 CAN NOW SEE THE WORLD WITH IN­CREAS­ING EASE, BUT HE/SHE ALSO WANTS TO FEEL TRULY AT HOME NO MAT­TER WHERE THEY LAY THEIR HEADS.

THE NO­TION OF TRAVEL HAS CHANGED, AS HAVE TRAV­ELLERS’ EX­PEC­TA­TIONS, FORC­ING THE HOS­PI­TAL­ITY SEC­TOR TO MOD­IFY THE SER­VICES IT PRO­VIDES. PULL­MAN IN­NO­VATES ALL THE TIME TO IM­PROVE COM­FORT AND CON­NEC­TIV­ITY FOR ITS GUESTS. IT IS THIS SPIRIT THAT THE BRAND HAS CHO­SEN TO SHOW­CASE IN ITS NEW TV AD­VER­TIS­ING CAM­PAIGN, “GLOBAL NO­MAD”.

Gone are the days when busi­ness travel was syn­ony­mous with in­con­ve­nience, de­lay, sac­ri­fice and re­or­gan­i­sa­tion. Today, the air miles are cheer­fully clocked-up while the old re­stric­tions fade away… Peo­ple no longer leave, they sim­ply move, tak­ing their own “lit­tle world” with them in a few pre­cious square cen­time­tres of screen. The num­ber of busi­ness trav­ellers is, in­deed, con­stantly on the rise (with busi­ness travel up 3% be­tween 2013 and 2014 ac­cord­ing to a sur­vey con­ducted by travel agency 3Mundi), and the av­er­age busi­ness trav­eller’s pro­file is be­com­ing in­creas­ingly sim­i­lar to that of a se­nior ex­ec­u­tive (a 30% match), who read­ily ad­mits be­ing “hy­per-con­nected”: 23% of global trav­ellers, in­clud­ing 28% of Amer­i­cans and 19% of Cana­di­ans, say this is a term that ap­plies to them. An­other trait that char­ac­terises this new type of trav­eller is the ten­dency to "blur", mean­ing they have the sub­tle abil­ity to in­ter­twine their pri­vate and pro­fes­sional lives, no­tably by re­main­ing per­ma­nently con­nected for both. The world cham­pi­ons of this brand new sport are the Chi­nese at 79%, and the Brazil­ians at 71%, com­pared to just 60% in the other coun­tries stud­ied. Today’s trav­eller no longer has to choose be­tween duty and plea­sure, busi­ness and leisure. With this in mind, he or she ex­pects a ho­tel to be both a cosy ex­ten­sion of home and a func­tional an­nex of the of­fice. "Per­for­mance and plea­sure are no longer mu­tu­ally ex­clu­sive. When stay­ing in our es­tab­lish­ments, guests want to have ac­cess to a unique ar­ray of ser­vices both when work­ing and re­lax­ing,” com­ments Xavier Louyot, Se­nior Vice-Pres­i­dent Mar­ket­ing EMEA.

The Global No­mad's way of life, com­bin­ing moder­nity, mo­bil­ity and so­phis­ti­ca­tion, has been sub­tly brought to the small screen by Parisian ad­ver­tis­ing agency BETC Luxe via a new TV ad­ver­tis­ing cam­paign tar­get­ing the Asia Pa­cific, Europe and Mid­dle East re­gions. "Global No­mads are a new gen­er­a­tion of trav­ellers, who are also the lead­ers of the fu­ture," ex­plains Brune Buono­mano, Deputy CEO of BETC Luxe. "These peo­ple have bro­ken down all the barriers be­tween busi­ness and leisure. The world is their play­ground. They are hy­per-con­nected ex­plor­ers, who don’t want to have to choose be­tween per­for­mance and plea­sure, and who are con­stantly seek­ing places that can of­fer both in­spi­ra­tion and en­coun­ters. They have a pretty spe­cific idea of their sense of bal­ance and well­be­ing. These are the peo­ple we are invit­ing to share in an ex­pe­ri­ence that must be unique.”

THIS GLOBAL NO­MAD IS ALONE BUT NOT LONELY, AP­PEAR­ING RE­LAXED IN A VA­RI­ETY OF LO­CA­TIONS AND ACROSS A RANGE OF TIME ZONES, TO­TALLY CON­NECTED TO THE CITY AND OTHER

PEO­PLE.

Brought to life on screen by Sino-Franco-Rus­sian model Dimitri, this Global No­mad is alone but not lonely, ap­pear­ing re­laxed in a va­ri­ety of lo­ca­tions and across a range of time zones, to­tally con­nected to the city and other peo­ple, just as happy in a meet­ing room as in the gym, at home ab­so­lutely ev­ery­where, a fully-fledged cit­i­zen of the world. A dy­namic, re­fined and cos­mopoli­tan vi­sion cre­ated by com­mer­cials di­rec­tor Irina Dakeva. The city of Shang­hai was cho­sen as the “play­ground” for the back­drop for the cam­paign. “Shang­hai was a well-con­sid­ered choice," ex­plains Jas­mine Loignon, Cre­ative Di­rec­tor at BETC. "We were lucky enough to be able to show­case two of the city’s most mag­nif­i­cent ho­tels: the Pull­man Sky­way & the Pull­man Shang­hai South. Plus it’s an ex­tremely vi­brant, mod­ern, in­ter­na­tional and in­spir­ing city for the mod­ern-day global no­mad.”

The TV com­mer­cial, shot on lo­ca­tion in Shang­hai, was re­leased in six lan­guages for

ap­pear­ance on TV screens, in-flight and on throught so­cial me­dia chan­nels.

Pull­man Shangai South (See page 34)

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