Novotel Global Marketing evolved communications


Mobas was briefed by Novotel Global Marketing to create an evolved communications platform to be supplied to marketing relays in over 60 countries. The brief was awarded following the pioneering campaign created by Mobas for the launch of Novotel London Blackfriars, the group’s new flagship UK hotel.


The evolved communications platform needed to be culturally and geographically relevant, while being adaptable for brand and local marketing requirements. Mobas worked with the Global Brand Marketing team to expand the creative brief, using industry insights to lead creative output.

Mobas created an evolved communications platform including press, outdoor, online and tactical hotel templates. The creative promoted a range of Novotel product areas including family, meetings, hotel openings and the new e-commerce platform.

Key to the creative was communicating the personality and playfulness of the Novotel brand and creating a photography treatment that is own-able and compelling.


Our experience of brand marketing, combined with tactical experience, proved invaluable, creating a platform that was both inspiring and deliverable. The platform is now used by marketing relays across the globe.

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