A hotel group sold on sleep, with a campaign that asked for nothing for eight hours.
Eight Hours
.
+18%
Direct bookings
Alder Hotels
Hospitality
· 2024
Client
Alder Hotels
Sector
Hospitality
Markets
UK, Netherlands, Denmark
Channels
Campaign · Film · Print
Timeline
12 weeks
Alder runs nine city hotels built around the best night's sleep in town. We made a campaign that let people have it.
The challenge
Hotel ads sell everything but the bed.
City hotels advertise rooftop bars, lobbies and breakfast. Alder had invested in beds, blackout and silence, but booking sites ranked it on price and photos of the bar. Guests rated its sleep above every competitor, and nobody outside the hotels knew.
Alder Copenhagen, fifth floor, 03:00. Nothing moving but the night porter.
The idea
We won't disturb you.
Do Not Disturb turned the door hanger into the campaign. Print ran in the quietest pages of the weekend papers, a slow film showed eight real hours of a guest asleep, and every room came with a promise: if we wake you, the night is free.
Seven hours in, and the first coffee after a full night.
What we made
A quiet brand campaign: an eight-hour film, slow print and one promise every hotel had to keep.
The Eight Hour Film, released at midnight
Weekend print in four newspapers
Sleep promise across all nine hotels
Door hanger and in-room print
Paid social after 22:00, sound off
Launch quarter
+18%
Direct bookings
4.8
Average guest score for sleep
1.2M
Minutes of the film watched
“Every hotel says it has great beds. Loudwell made us promise it, and that changed how the whole company works.”
