DigitasLBi launches The Night Light map featuring local after-hours hot spots for Hotel Jen

Global marketing and technology agency DigitasLBi has launched the Night Light map campaign as part of its ongoing relationship with Hotel Jen.

Hotel Jen is offering a unique perspective on spontaneous travel, encouraging guests to explore beyond daytime sightseeing pursuits and to ‘leave boring behind’ by living on ‘local time’ after conventional business hours.

The Night Light map is a data driven social campaign from Hotel Jen that invites guests to leave conventional guidebooks behind and see a whole new side of the cities they travel to.

Using real-time geo-tagged social data from residents in each of the 9 Hotel Jen cities (Beijing, Brisbane, Hong Kong, Penang, Singapore, Maldives, Manila, Shenyang, Johor), DigitasLBi has created a series of living maps featuring local after-hours hot spots. The maps show where guests can go after dark to eat, play and relax like a local.

The initiative aggregates social data and maps it onto Google Maps, lighting up nightly hotspots including a selection of curated locations provided by Hotel Jen’s key opinion leaders, called Jensetters, and Hotel Jen properties. Only available when the sun has gone down, the map includes filters that allow users to remove all the touristy areas, follow the locals or browse Jen’s curated locations. The Night Light map turns local data into a useful travel tool: a living map for authentic after-hours exploration.

Campaign activity will also include display and print executions, as well as local partnerships and in-hotel activities from aqua Zumba in Johor, to night hikes in Hong Kong. Hotel Jen aims to engage curious travellers with this innovative utility, helping them to get immersed in a destination and explore safely after dark through a real-time and unfiltered local view as they leave boring behind.

Marisa Aranha, Vice President Sales and Marketing comments on the campaign: “With the Night Light map we’re using the power of data and social to tap into an unexplored area. We believe travel and hospitality brands need to look beyond traditional marketing activities in order to better engage with customers on an emotional level.”

Lyndon Hale, Executive Creative Officer, APAC at DigitasLBi added: “Having established #LeaveBoringBehind last year as we refreshed Hotel Jen’s brand positioning, we wanted to continue tapping into local influencers in each city, this time exploring their top after-hours tips. This campaign will demonstrate the power of localised data, turning local tips into a useful map”.

Credits –

Social Content Partner/Platform: Stackla