Children set a European record by constructing the longest giraffe neck with KAPLA.

At a glanceOver 500 children set a European record by constructing the longest giraffe neck with KAPLA.

The event gave a boost to Novotel’s reputation as a family hotel chain.

Situation AnalysisThe Novotel brand of Accor Hotels wanted to reinforce brand awareness for their family offer

‘Family & Novotel’. Often Novotel is primarily seen as a business hotel, but with ‘Family &

Novotel’ it offers special packages for families.

Objectives To reinforce brand awareness for Novotel’s family offer ‘Family & Novotel’ and boost Novotel’s

reputation as a family hotel chain.

StrategyCreate the opportunity for children and parents to get in contact with the Novotel brand in a

playful way. Inspired by Novotel’s partnership with KAPLA, Ketchum Pleon developed the

concept for a yearly recurring KAPLA building & playing event. We partnered with WWF to

strengthen the message of Novotel as a family brand and the partnership matches Novotel’s

marketing campaign ‘Natural Living’.

ImplementationThe first KAPLA building & playing event was held in

Novotel Amsterdam City. To attract as much children as

possible, the event was held during the spring break on

Monday afternoon. The target for this first event was set at

200 to 250 children between 4 and 12 years and their

parents.

The theme was ‘Animals of the world’. The children could

create their own KAPLA animal. Professional KAPLA

builders helped the children with tips and tricks. There were

prices to win for the most beautiful KAPLA animals. The

first price was a trip to the KAPLA factory in France and a

weekend trip for the family to a Novotel hotel in France.

During the event there were various entertainment activities

for children and parents.

Ketchum Pleon produced all marketing materials (such as

leaflets, posters, billboards, and website) and was

responsible for PR.

Please turn page to see the giraffe

ResultsMore than 500 children and 200 adults visited the event, resulting in

94% happy visitors! They set the European record and built the tallest

KAPLA giraffe’s neck. Novotel will continue to organize this successful

event every year.