個案資料
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Hotel Zed: What’s Next for the Nooner?
內容大綱
In October 2023, Hotel Zed’s chief executive offer (CEO) was exploring ideas for the 10th iteration of Hotel Zed’s Valentine’s Day campaign, the Nooner. The eclectic, Victoria, British Columbia–based hotel chain had built its identity on being radically different, featuring a sex-positive brand identity and a retro-themed hotel aesthetic from the 1960s and 1970s. Moreover, the Nooner’s cheeky, risqué campaign focus had earned the hotel significant media attention over the years. But creating a new promotion highlighting a decade of success would be a tall order.<br><br>What might surprise and delight Hotel Zed’s customers, driving eyes and attention to its funky, rebellious brand? Hotel Zed’s CEO needed to work with the marketing team to quickly nail down a new promotion idea that would effectively promote the hotel and the Nooner campaign.
學習目標
The case teaches students how to ideate and apply creativity, employ divergent-thinking techniques, and openly communicate while articulating and working within the bounds of the organizational identity, target-market focus, and campaign goals. <br><br>After working through the case and assignment questions, students will have improved their ability to do the following:<ul><li>Define clear goals and objectives for projects, recognizing the importance of both opportunities and constraints within an organizational context.</li><li>Apply various creative-thinking techniques to enhance one’s capacity for innovation and idea generation.</li><li>Generate a wide range of ideas and solutions and then critically evaluate these ideas in relation to established goals and objectives.</li><li>Align creative ideas with an organization’s identity, target-market focus, and overall campaign strategy.</li><li>Practice communicating ideas, particularly on sensitive topics, with professionalism and tact.</li></ul>