Jamel Interactive

HRS is the biggest on-line hotel booking system in Europe. Our Client gave us the task of undertaking actions aimed at raising awareness of HRS brand and taking it to the leading position in Poland. The goal was ambitious – to become the leader.

Preparing the marketing actions for 360° on the basis of the strategy of the brand’s development on the Polish market prepared by our Client. The actions included changes in branding: we needed to prepare a claim for the purposes of the Polish market: “Tu są Twoje Hotele” – Here is where your hotels are An extensive advertising campaign in the press and on television. Online activities: display campaigns, social media, e-PR, and even guerrilla marketing (the action: “The fans sleep where they wish to” [Kibice śpią, gdzie chcą] carried out during Europe Championships in 2012). For four years we have been – and we still are – the only Polish agency cooperating with HRS.

Within less than a year, between July 2012 and June 2013, the awareness of HRS brand increased almost twofold. Knowledge about the hotel booking website HRS was declared by 98% respondents, 1/3 of which mentioned HRS spontaneously. Booking was the long-time leader in terms of brand awareness in Poland, however, according to the research made in June 2013, it was overtaken by HRS.pl. (ARC, Rynek and Opinia, June 2013).

Increase in brand awareness between July 2012 and June 2013 from 44% to