BEHIND THE SCENE
And Pullman created... the Global Nomad
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
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)