1. IMC PLAN for Virgin Hotels Chicago
By DREAM TEAM AGENCY Aiche Ballo
Pitcha Sakmangkorn (Chacha)
Riki Bloomquist
Stanislav Uvarov

2. ● Executive Summary
● Situation and Competitive
Analysis
● SWOT
● Project Goals
● Target Market
● Marketing Communication
Objectives and Strategies
● Potential Problems
AGENDA
● Insight
● Key Selling Ideas
● Brand Blueprint
● Message
● Big idea
● Media Timeline & Budget
● Creative ideas
● Conclusion

3. EXECUTIVE SUMMARY
For this IMC campaign for Virgin Hotels Chicago, we defined 2 target audiences:
● 25+ locals
● 25+ travelers
Our goal is :
● To increase entertainment venues use by 10%
● Increase number of hotel stays by 10%
● Increase social media activities by 15%
Through a creative campaign, promising to give the target
“an exceptional and unique experience (unlike anywhere else)”.

4. Industry and category trends
Global Trends
● Guests – Aged 18-34, compose 50% of all US travelers by 2025
○ Tailored hotel experiences are a must
○ Good experiences can lead to positive social media reviews
● Technology
○ Mobile check-in, app based service and constant connectivity
○ Integration for Technology
● Health and Well Being
○ Healthy Food options
○ Health and Body conscious amenities
● Customer Service
○ Guests are looking to disconnect and gain real-world ideas
○ Staff must create meaningful and valuable interactions
SITUATION ANALYSIS

5. SITUATION ANALYSIS
Chicago Hospitality Industry and Trends
● March – November
○ Average occupancy rate above 70%
● May – October
○ Occupancy rate above 80%
“Lifestyle” hotels are the emerging trend
● The experience outweighs the room and bed
○ Restaurants, bars, and public spaces
● Lifestyle hotels are growing and expanding
○ With increased options and amenities
○ No longer are guests confined to chain hotels

6. Key Points of Competitive Analysis
- theWit is famous for
“Roof”, a rooftop bar
with unique cocktails,
entertainment and
skyline view.
-“Screen”, the
multimedia theatre
gives guests a
unique experience,
not found in other
hotels.
-Top rated Spa, by
readers of Conde
Nast Traveler and
Allure Magazine
-”Vertigo Rooftop”,
ranked one of the
Top 3 hotel bars
-Clear brand image;
offering a music
experience for music
loving customers.
-”The Sound of
your Stay” program
to differentiate
themselves
- Location is right at
the Magnificent Mile,
convenience and
proximity to
shopping.
- “In-Room
Bartender” service
and the gym with
private workout
sessions with Jim
Karas, are the only
unique aspects.

7. Competitor #1
The Wit
● SCREEN – A PRIVATE HIGH-DEFINITION, MULTIMEDIA THEATER
● ROOF – HAS UNIQUE HAND-CRAFTED COCKTAILS AND CUISINE, SKYLINE VIEW
○ Rated as one of the “Top 3 rooftop bars in the world” by Travel+Leisure
● SPA@THE WIT- URBAN SPA ENVIRONMENT
● FITNESS CENTER – 24/7
● YOGA STUDIO

8. Competitor #2
Dana Hotels Chicago
● VERTIGO SKY LOUNGE – INDOOR/OUTDOOR LOUNGE, NIGHTLY DJ’S
● RANKED IN TOP 3 HOTEL BAR, 2012
● BOUTIQUE, LUXURY HOTEL
● MODERN TECHNOLOGY – TV’S, MP3 SYSTEM
● SPA
● TO BE NAMED TO CONDE NAST TRAVELER’S 2014 READER’S POLL AS ONE OF
THE BEST SPAS IN THE WORLD AND ALLURE MAGAZINE’S BEST OF THE BEST
SPA LIST IN 2014,

9. Competitor #3
Hard Rock
● SOUND OF YOUR STAY
○ Guitar or Bass to play while you stay
○ Soundtrack picked by your favorite artist to download/listen to
● FITNESS CENTER – 24/7
● PET FRIENDLY
● BUSINESS FRIENDLY
○ Business accommodation program: register for a free membership
○ Customers receive access to 24 hour business center and free WiFi

10. Competitor #4
The James
● IN-ROOM BARTENDER
○ Rooms equipped with supplies needed for In-Room Mixology.
● LUXURY BOUTIQUE HOTEL
○ Prime location right at Magnificent Mile
● 24 HOUR FITNESS CENTER AND URBAN WELLNESS PROGRAM
● MOBILE APP:
○ Check in/out; Schedule spa; Dinner reservations; Room Service
● COMPLIMENTARY CAR SERVICE
● RESTAURANT AND BAR:
○ Primehouse; Jimmy Chicago Bar

11. COMPETITORS COMPARISON
Source: hotel.com

12. SWOT
Strengths
· Well established brand
· Fresh to the market
· Strong international presence.
Weaknesses
· Weak brand awareness
· Virgin name is diluted by
sub-brands
· Lack of marketing focus
Opportunities
· Utilize CRM technologies
· Partner with suppliers that
provide innovative services
· Guest engagement
Threats
· Globally economy
· Competitive promotions &
offers
· Changes in Chicago
atmosphere

13. PROJECT GOALS
 People love and remember this marketing
campaign. They are aware of the brand and the
benefits of Virgin Hotels Chicago.
 Virgin Hotel Chicago is the hotel where
everyone wants to go.

14. TARGETMARKETPROFILE Ricky ( 32 ) and Kathy (27)
About Ricky and Kathy: Ricky and Kathy
are newlyweds. They live in an apartment in
Lakeview area. They like going out with
friends and co-workers after work and on the
weekends, typically gets a drink before going
home after work, and enjoys Happy Hours.
They like going for a spa and play sports
occasionally.
Wants: High quality and affordable drinks and
food, high quality service, a familiar routine
Needs: A good drink, a place to relax with
friends, food options
Drinks: No favorite drink, likes trying new and
different “Signature Drinks”
Problems: Makes enough to go out but not
enough to buy expensive drinks all night long
Interest: Unwinding
after a long day at the
office, having fun,
spending time with
friends, exploring new
places.
Their social media
appetite: Active on
particular social media
platform.

15. TARGETMARKETPROFILE
Stan (44)
About Stan: Stan is a business traveler. He
has to travel to Chicago often. He loves social
interactions. He likes going to bars with his
local friends during his trips. He is concerned
about having pleasant accommodations
throughout his trip.
Wants: A comfortable location to relax in
during the trips, a unique experience while
staying over in a hotel, be able to have fun
without requiring transportation.
Needs: Good hotels, good drinks, good food,
and great service.
Problems: Traveling on business has a
somewhat limited budget and time, looking to
get the biggest bang for the company’s buck.
Secondary
Stan (44)
Interest: Have fun after a
long day of work. He is
interested in good drink
and food.
His social media
appetite: Twitter is his
main social channel. He
usually tweets things
related to his career field

16. How can we do to make
the brand goes BOOM
BOOM POW????

17. By leveraging
these
“ASSETS”

18. Marketing Objectives and Strategies
Objectives Strategies
1. To increase numbers of people who use
entertainment venues by 10% within a year
1. By targeting local residents and office workers
to come experience Virgin Hotels Chicago’s
entertainment
2. By promoting Virgin Hotels Chicago’s
entertainment through creative campaigns
2. To increase numbers of hotel’s
stays/occupancies by 10% within a year
1. By targeting new customers who plan to travel
to Chicago, prior to booking their trips
2. By promising to give the target “an
exceptional and unique experience (unlike
anywhere else)” when they spend day and night
at Virgin Hotels Chicago
3. To increase social media activities by 15%
within a year
1. By having consumers talk and engage with
Virgin Hotels Chicago’s social media content
2. By creating content that the target can
emotionally resonate with which will generate
them to “share” (makes it go viral)

19. POTENTIAL PROBLEMS
 There is a recognition problem, because this is
the first hotel from the Virgin Group. There is a
lack of awareness of the hotel’s existence,
especially outside Chicago.
 Main competitors like the Wit, The James Hotel,
W hotels, Thompson, Hard Rock, Kimpton, and
Hyatt are also trying to create memorable
experience.

20. INSIGHT (AHA!!!)
“As I’ve been more and more out, I seem to
have lost ‘interest’ in same old places. I just
don’t have enough fun at those places anymore.
I wish I have a different place with exceptional
memories that will live forever.”

21. KEY SELLING IDEAS
 Virgin Hotel gives you what you need and that makes your
life better.
 Virgin Hotel not only makes you feel like home, but also
provides you a unique experience no matter where you
come from.
 Virgin gives you comfort and revolutionary experience with the
help of technologies.

22. BRAND BLUEPRINT
To increase more numbers of hotel guests
25 plus locals and travelers who seek for exceptional
memorable experience that suit their lifestyles
- Looking for a place that they can
be themselves
- Hunger for a great escape from
big city life
- Willing to spend for quality
- See themselves as memories
maker
- Classy experience in reasonable
price
- First “boutique” experience in
Chicago
- One stop service
- Exceptional lifestyle venues
For our guests, Virgin Hotels Chicago is the only place that gives you great stories
unlike anywhere else because of great entertainment and memorable ambience
Fun, cheeky
The place of unforgettable memories

23. MESSAGE
“FEPS”
F = Friendly
We are your friend and we want the best for you.
E = Entertaining
We have entertainment as one of our panels.
P = Personalized
We speak directly to you.
S = Styled
We are classy and never out of date.

24. BIG IDEA
“GREAT STORIES START AND END AT
VIRGIN HOTELS CHICAGO”

25. MEDIA TIMELINE

26. BUDGET BREAKDOWN
 Media; OOH, print, hiring blogger - 40%
 PR events/stunt- such as huge public designs in the city- 30%
 Sponsoring/Partnership; for upcoming events in Chicago, such as
NFL Draft, Beyoncé, Rihanna or any other famous artists concert,
Marathon, Spring Awakening, Lollapalooza- 20%
 Video production- to encourage people to share on social media and
bring it viral- 10%

27. Best (primary) medium to reach the target
The primary medium is the Internet via :
Tripadvisor
Expedia
Hotel.com
our website
“Lucy”
“The Know”
“The Virgin Voice” blog,
Google Ads
Social media

28. SOCIAL MEDIA CONTENT
 We will post quality content (tips, images, events,
promotions, travel guides, etc.) on social media to
draw people to the location.
 We will tie our PR events to social media.
 We will encourage people to participate with contests
on social media.

29. SOCIAL MEDIA SCHEDULE
Primary:
Virgin Hotels
: 3 posts on weekdays, 2 post on weekends
@virginhotelschi
: 1 post daily
@virginhotelschi
: 3 posts on weekdays, 1 post on weekends
Secondary:
Blog: blog.virginhotels.com
: 2 posts a week, Mondays and Thursdays

30. SOCIAL MEDIA TACTICS
#MyVirginStories
Launch a storytelling campaign using real life stories and
events that guests write, such as, “It started with drinks at Cerise
and then . . .” #MyVirginStories.
These can be used on Blog, Twitter, Instagram and Facebook.
All the stories will start and then be completed later in order to
keep the audience engaged and returning to the Virgin Hotels
Chicago sites and social media pages to keep up with the
stories.

31. SOCIAL MEDIA TACTICS
#MyVirginDrink

32. MEDIA: PRINT
This includes posters, newspaper, and magazines such as travel
guide magazines. We can use this printed media to attract both targets.
More magazines;
- Choose Chicago
- Travel Illinois
- Chicago Magazine
- Chicago Food Magazine
- Travel+Leisure
- Go World Travel
- Time Out Chicago
- Edible Chicago
- Chicago Life

33. MEDIA: PRINT

34. MEDIA: PRINT

35. MEDIA: PRINT

36. MEDIA: PRINT

37. PR EVENTS (tied to social media)
“Make dreams come true”
Help guests achieve their dreams by facilitating special events
and activities such as birthday parties, proposals. Provide video
cameras/hidden cameras, room and space for the surprise, and
accommodations for the one being surprised. We can then post the
video and pictures on social media and other online channels and make
them go viral.

38. PR EVENTS (tied to social media)
Virgin Cooking Demos
Introducing Miss Ricky’s, The Commons Club, Cerise by
having engaging and informative cooking demos. People will never get
tired of food, using this tactic will draw more consumers to get to know
Virgin Hotels Chicago.
Create a contest on social media for an event, for example,
“Tell us why you love cooking and hashtag #TasteofVirginHotels, 50
people chosen by us will get a chance to join cooking demos, getting
free samples, free recipes from top chefs, joining for cooking and many
more!

39. PR EVENTS (tied to social media)
Virgin Artists
Host local Chicago artists, designers and music acts at Virgin.
This would include showcasing art throughout the hotel, fashion shows
and small, intimate performances. There would also be a meet and
greet with the artists, designers and musicians. These events would be
promoted on social media and by the talent to bring more people to the
event and to experience the hotel

40. OOH

41. OOH

42. OOH

43. OOH

44. OOH

45. OOH

46. PR STUNT (tied to social media)
Place a bed (real people included as option) or create a
mock up room in the heart of Chicago and encourage people
to take pictures with the room, then upload and hashtag
#MyVirgin on Instagram

47. PR STUNT

48. PARTNERSHIP

49. PARTNERSHIP

50. PARTNERSHIP

51. WHY THIS WORKS?

52. CONCLUSION
People notice Virgin Hotels Chicago’s name in the city and
abroad by the campaign, no more recognition problem

53. CONCLUSION
Virgin Hotels Chicago provides a “Unique experience
at a reasonable price,” no more price concern.

54. CONCLUSION
By reaching to consumers’ level of emotional
resonance using creative ads will make them become
loyal customers.

55. CONCLUSION
Virgin Hotels Chicago will be known by people
worldwide through social media and an eye-catching
campaign.

56. THANK YOU!!!
THE END