The Warsaw Voice » Business » Monthly - October 27, 2017
Business & Economy
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Ibis. Music Lives Here
Hanna Bernakiewicz, Economy Segment Manager - Eastern Europe, Grupa Hotelowa Orbis, talks to Voice

In September, the ibis family hotels launched a new campaign: "ibis. music lives here". Why is ibis looking to music for its communication?
Many of our guests are business travellers. Nonetheless, we also want to cater for tourists visiting our hotels. Primarily we've assumed that music is such an art form which carries the potential to arouse positive emotions regardless of who is listening to it and why they are visiting our hotel. This is a quality which we are particularly interested in we want all our guests to have an original experience and we would also like to establish a positive atmosphere associated with their hotel stay. The campaign was coined in order for this positive message, one which guests can easily identify with, to reach as wide an audience as possible.

For years the ibis family hotels brand has been supporting the Hungarian Sziget, one of Europe's largest music festivals. Are there more such music projects pursued by your hotels?
Yes, the brand is continuously working with the Hungarian Sziget, within the scope of which it has become a partner of the world music stage and where provides a special relaxation zone for the festivalgoers. The music evening project is just starting as we speak, where thus far unknown yet promising artists will perform their works at ibis family hotels stages.

There are rooms which have been inspired by music and in hotel common spaces guests can try their hand at DJ'ing and choose the songs which will be played using the Jukebox by Deezer system. Perhaps there will be more projects such as these, and we will certainly continue those which are in place at the moment. We want music to be a permanent part of the ibis family hotels.

What does "ibis. music lives here" project entail?
"Ibis. music lives here" takes our current interest in this art form to another level. It allows us to approach original yet little-known artists with an opportunity to further their careers. Here, the main element is the competition and the website, where artists can upload covers or their own songs. Internet users will then have two weeks to vote for their favourites. Out of the 30 songs which obtain the most votes, Sarsa, the campaign's ambassador, will select 5 winners. These artists will be invited to attend recording sessions in a studio set up in a hotel in Warsaw. That's where they'll have an opportunity to work with Universal Music. The finalists will also appear together with Sarsa during a special concert. We hope the project will allow us to discover interesting hidden talents and give them a chance to get their foot through the door, so to say.

Why did you choose Sarsa for this project?
We want music to help us reach a broad range of recipients and Sarsa is a young, but a very well-known artist, and that is why she is perfect for our campaign. Sarsa's main attribute is that despite the vast popularity which she has been enjoying over the last few years, she has retained her own, original style.

Her modern image fits in well with that of our hotels, where each is one of a kind. The fact that a music contest helped Sarsa is also significant. It means she fully understands the needs of young artists and the challenges they face.

You mentioned that a recording studio will be set up in a hotel within the scope of the project. Where and how will it be built and how will it operate?
The building of a recording studio in a hotel is taking the "ibis. music lives here" slogan literally. In the past artists wrote their music in hotels, now at one of them, they'll be able to record it. The studio is being set up at the ibis Warsaw Ostrobramska hotel. Two rooms will be connected especially to accommodate it. One will house the control room and in the other will be the recording booth.

The studio will be equipped to facilitate professional music recording. Additionally, well known Polish producers will be at the controls, and thus we are sure that the effects will be blinding.

How is this contest different from other similar competitions? What does the ibis family hotels have to offer its winners?
The winners of the "ibis. music lives here" contest will be able to take advantage of music consultations and to record under the watchful eye of professional music producers. Those are going to be the very first singles recorded by these young musicians. They will perform also with Sarsa during a concert at one of the ibis family hotels in Warsaw. Additionally, the best songs will find their way to Jukebox by Deezer application playlists in our hotels. This is an excellent opportunity for young artists to get their music out there. As an international chain, we also have the means to promote their art on a European and even world scale.