{"id":77722,"date":"2019-02-15T15:00:35","date_gmt":"2019-02-15T13:00:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=77722"},"modified":"2019-02-15T15:00:35","modified_gmt":"2019-02-15T13:00:35","slug":"campana-publicitaria-spanish-lessons-gran-melia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=77722","title":{"rendered":"Spanish lessons, el primer trabajo de Kitchen para Gran Meli\u00e0"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77731\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/GRAN_MELIA_Spanish-LESSONS-campana-publicitaria.jpg\" alt=\"GRAN_MELIA_Spanish-LESSONS-campana-publicitaria\" width=\"690\" height=\"294\" \/>Gran Meli\u00e1, la marca premium de la compa\u00f1\u00eda hotelera Meli\u00e1 Hotels International, ha seleccionado a la\u00a0agencia de publicidad Kitchen para desarrollar su nueva estrategia de posicionamiento\u00a0global.\u00a0<\/strong><\/p>\n<p>Gran Meli\u00e1 Hotels &amp; Resorts desarrolla una interpretaci\u00f3n moderna del lujo atemporal, la arquitectura y la cultura espa\u00f1olas a trav\u00e9s de experiencias excepcionales y su reto consist\u00eda en\u00a0\u00a0 transmitir ese \u00abbuen vivir espa\u00f1ol\u00bb a trav\u00e9s de una variedad amplia de activos de la marca y que se respire coherencia en todos los touchpoints de comunicaci\u00f3n. \u201cNuestro objetivo es posicionar Gran Meli\u00e1 en el lugar que le corresponde, diferenci\u00e1ndonos de Meli\u00e1, que actualmente es la marca con mayor reconocimiento en el mercado de la hoteler\u00eda espa\u00f1ola\u00bb, se\u00f1ala\u00a0 Cortizas, V.P. de la estrategia global de marcas de la compa\u00f1\u00eda.<\/p>\n<p>La clave de la propuesta de Kitchen se basa en <strong>responder de forma estrat\u00e9gica y creativa a las necesidades de sus clientes<\/strong> y en este caso toma forma bajo una nueva campa\u00f1a de comunicaci\u00f3n llamada \u201cSpanish Lessons\u201d que consta de un spot digital de larga duraci\u00f3n y de unas experiencias de marca que trabajan para tangibilizar el posicionamiento de una manera notoria y \u00fanica, teniendo los hoteles, sus experiencias y servicios como escenario.<\/p>\n<p>\u201cTen\u00edamos claro que para <strong>exponer de manera clara y reconocible la idea del lujo y buen vivir espa\u00f1ol a nuestros clientes potenciales<\/strong>, un target muy concreto y con caracter\u00edsticas diferentes en los mercados nacional e internacional, deb\u00edamos desarrollar una plataforma que de manera sutil dibujara <strong>unos valores propios que no coinciden con las experiencias de lujo franc\u00e9s, asi\u00e1tico o americano<\/strong>. Se trata de un desarrollo estrat\u00e9gico, conceptual y de imagen con el que construimos un imaginario sobre el que construir desde ya y a largo plazo una imagen de marca y posicionamiento diferenciales y muy valiosos para Gran Meli\u00e1\u201d.\u00a0I\u00f1aki Bendito, Presidente y Director General Creativo de la agencia afirma:<\/p>\n<p>La activaci\u00f3n de la campa\u00f1a en las RRSS se desarrollar\u00e1 en los perfiles de la marca a trav\u00e9s de una campa\u00f1a org\u00e1nica y pagada. Se han realizado unas p\u00edldoras ad hoc con los conceptos m\u00e1s representativos de la cultura espa\u00f1ola que sirven como teaser y redirigen a la web de www.granmelia.com.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gran Meli\u00e1, la marca premium de la compa\u00f1\u00eda hotelera Meli\u00e1 Hotels International, ha seleccionado a la\u00a0agencia de publicidad Kitchen para<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[],"class_list":["post-77722","post","type-post","status-publish","format-standard","hentry","category-agencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spanish lessons, nueva campa\u00f1a publicitaria de Gran Meli\u00e1-IPMARK<\/title>\n<meta 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