With Steigenberger Hotels’ Jaz Amsterdam preparing for its opening next to the Ziggo Dome where a crowd was queueing up for an Adele concert, management capitalized on a great opportunity to publicize the new hotel with a “prank” captured on video and uploaded to YouTube. The result: more than 100,000 hits on the video, a first for a German hotel chain, according to Steigenberger.
What first looked like a noisy construction site noise suddenly turned into a cool beat as thousands of fans stood outside awaiting the start of the concert. Their ears were assailed by building noise emanating from the site of the Jaz Hotel next door. This racket was, however, rapidly transformed into a rhythmic sound as the “construction workers” revealed themselves to be first-class dancers.
The whole thing is part of a viral campaign. Operating under the motto of #BuiltbyMusic and inspired by a love of music, creativity and humor, this was a stunt that was meant to match the tone of Steigenberger’s new brand. The Jaz Amsterdam has generated a truly pulsating atmosphere, which also involves spontaneous DJ sessions and turntables in the lobby.
“The Grand Opening in Amsterdam was a complete success,” said Hasan Yigit, vice president of Jaz Hotel GmbH. “The spectacular show became like a favorite song that you like to listen to time and again. It sums up what Jaz is all about.”
The next Jaz Hotel is scheduled to open in Stuttgart in early 2017, and the aim is to have 10 further hotels operational or at the planning stage by 2020.