ibis budget Video Guidelines TVtrip is a certified video vendor for the AccorHotels group 1

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1 ibis budget Video Guidelines TVtrip is a certified video vendor for the AccorHotels group 1

2 Summary 1. Introduction 2. Ibis budget spirit 3. Creative concept 4. Technical and general recommendations 5. Budget 6. Video Delivery 2

3 1 - INTRODUCTION 3

4 Introduction Context Video is key to promote hotels on the internet, it allows to convey more information and emotion than any other type of content. Video improves search engine optimization on Google. At least 62% of users landing on a hotel description page view the video of the hotel. Webpages with video are 50 times more likely to appear on the first page of Google. A video concept was created to highlight the strengths of each hotel and the ibis budget brand. This concept is based on the new in-hotel communication «Tone of Voice». Objectives Ensure the consistency between the different communication channels. Show the renewal and novelty of the hotels. Show the brand value in accordance with its universe by optimizing its perception and image. Optimize sales and reinforce reinsurance during booking. 4

5 2 IBIS BUDGET SPIRIT 5

6 ibis budget Spirit Ibis budget is a major actor in the budget hotel industry. The ibis budget spirit has to be visible in all videos and must highlight: MODERNITY AND CONVIVIALITY Highlight the clever and relaxed spirit of the brand. THE ESSENTIAL COMFORT For 1, 2 or 3 persons Shower, wash basin and toilet in the room Desk THE SERVICE Friendly and welcoming staff for 24/7 check-in Free Wi-Fi internet access in rooms and public areas Parking FOOD & BEVERAGE OFFER All-you-can-eat breakfast buffet Breakfast to go (depending on deployment) Self-service snacking area: - Hot and cold beverages - Sweet and savory snacks in vending machines 6

7 ibis budget Spirit General Storyboard The areas marked in grey will be systematically integrated in the video. The areas marked in blue will be optionally integrated in the video. Main areas to highlight Exteriors/ facade Reception Lobby and common areas Double room and bathroom Breakfast Twin and/or Triple room Parking Exteriors (night time shots, etc.) Surroundings (if applicable) Nearby touristic points of interests Check-in & Check-in Welcome Games at Check-in Vending Machine Fitness/Spa areas Utility Area, Luggage Storage, etc. The video begins with an opening packshot (ibis budget logo & hotel name on white background) and ends with a closing packshot (ibis budget logo on white background). This final packshot will be adapt for ibis.com and for the social media channels with the note Book now on ibis.com 7

Shot of the closest public transport with

Large shots of the hotel's facade to locate

8 ibis budget Spirit Detailed Storyboard Exteriors & Facade Shots of the exteriors and points of interest in the area surrounding the hotel. Shot of the closest public transport with the station s name if applicable. Large shots of the hotel's facade to locate it in its environment. Close-up shot of the ibis budget logo. Shot of the door opening. 8

9 ibis budget Spirit Detailed Storyboard Reception & Lobby Large shot of the reception with a smiling receptionist behind the reception desk. Close-up shot of the receptionist's smiling face. Close-up of the key exchange (without showing people s faces)... or of the code exchange for the hotels without keys. Large shot of the lobby area. Large or medium shots of the self-service area ( if applicable) 9

10 ibis budget Spirit Detailed Storyboard Rooms & Bathrooms Large shots of the room. Medium shots of the furniture & bedding. Detailed shots of the accessories. View from room (if applicable). Large or medium shots of the bathroom. 10

11 ibis budget Spirit Detailed Storyboard Breakfast area Large shots of the breakfast area and buffet. Detailed shots of the buffet s variety. Jump-cut sequence of a breakfast tray. Close-up shot of handing over of Breakfast to go if offered in the hotel. 11

12 ibis budget Spirit Detailed Storyboard Additional Services (if deployed in the hotel) Large and detailed shots of the Utility Area. Large and detailed shots of the luggage room. Large and detailed shots of fitness and spa. Nighttime shots of facade and/or surroundings if available. 12

13 ibis budget Spirit Detailed Storyboard Final Packshot Final packshot is adapted for ibis.com & social networks videos. It indicates the hotel name and the mention «Book now on ibis.com». 13

14 ibis budget Spirit Design DESIGN ARCHANGE Highlight the wall panels and design elements in the hotels, as well as the communication elements Tone of voice" when they are present. DESIGN COCOON Highlight furniture with its decorative rounded elements specific to this design as well as the communication elements Tone of voice" when present. 14

15 ibis budget Spirit Jump-Cut Breakfast BREAKFAST TRAY The «breakfast jump-cut» shots are filmed during the breakfast sequence: Install the camera high enough for a vertical view of the breakfast tray (very high tripod or mounted on chairs) Garnish the tray with local and colorful products - the tray should be well filled, elements can be added during the sequence Objective: show the abundance and quality of breakfast Gradually empty the breakfast tray - the sequence is filmed with a single continuous shot, the jump-cut effect will be added at editing. Make sure to remove the hands out of the shot between each step. 15

16 3 CREATIVE CONCEPT 16

17 Creative concept General principles Objectives Ensure consistency between all ibis budget videos promoting the hotel and the brand. Create a dynamic and pleasant video, highlighting the customer experience. Show the specifics of each hotel. Creative concepts General shots: Discovery of the hotel from client s point of view. Detail shots of the restaurant: Usage of jump-cut effects on breakfast trays. Integration of animated illustrations, taken from Tone of voice" elements used in the inhotel communication for better impact & recognition value of the video. 17

18 Shooting part 1 : General POV shots «Point Of View» Shots The discovery of the different areas of the hotel will be shown from the client s point of view for the following sequences: The arrival at the hotel. Check-in at the reception. Discovery of common areas. Discovery of the breakfast buffet. We may use the hands of hotel staff members to symbolize the customer experience or the exchange with the receptionist. Advantages of POV filming style These are informative images that provide an authentic and realistic idea of the hotel reassuring the client. It values the customer experience. It renders the video dynamic. 18

19 Shooting part 2 : Jump Cut Dynamic Transitions Jump-cut transitions will be used in order to highlight the all-you-can-eat breakfast buffet through original and dynamic images. We will use a static shot of a well garnished breakfast tray, which we will see being gradually emptied. We can shoot multiple trays in order to have a succession of these jump-cut transitions highlighting the generosity of the all-you-can-eat buffet. 19

Shooting part 3 Suggested Human Presence Reception & Entrance shots The human presence is an important element in order to bring life" and "dynamism" to the videos.

DO Large shot with a smiling and welcoming receptionist behind the reception desk. Close-up shot of the smiling receptionist behind the reception desk.

20 Shooting part 3 Suggested Human Presence Reception & Entrance shots The human presence is an important element in order to bring life" and "dynamism" to the videos. The representation of a receptionist and guest at the reception will be provided by the hotel staff or any other person that the hotel may organize. DO Large shot with a smiling and welcoming receptionist behind the reception desk. Close-up shot of the smiling receptionist behind the reception desk. In order to convey the image of conviviality desired by the brand, it is important to film warm and friendly expressions during the exchange with the client. Close-up shot of the key exchange without recognizing the people. DON T Do not film too administrative exchanges (payment of bill) or actions that do not correspond to the reality of the hotel. 20

Shooting part 4 Animations Tone of voice In addition to the

to the images to illustrate the different areas and the services

21 Shooting part 4 Animations Tone of voice In addition to the suggested human presence, the Tone of voice" animations are added to the images to illustrate the different areas and the services offered, this will : Strengthen the light and casual tone of the brand Ensure a better coherence between the videos and the brand communication Ensure the recognition value for the services proposed in the hotel 21

Creative Concept Styling Clothes Do High-quality,

spotless clothes Appropriate styling will help to

cleanliness) and personality (casual and

colours Canvas shoes such as Converse can be

22 Creative Concept Styling Clothes Do High-quality, modern and relaxed look Always use neat and spotless clothes Appropriate styling will help to illustrate the essentials of the brand (quality, cleanliness) and personality (casual and comfortable) Modern clothes with neutral and light colours Canvas shoes such as Converse can be accepted. Clothing should also be placed on a hanger and/or shelves. 22

23 Creative Concept Styling Clothes Don t No sportswear. Avoid a too sophisticated style. No tight clothing or bright colors. No torn or faded jeans. Footwear : no trainers, sandals or heels. Accessories: no jewelry or bright colors. 23

24 Creative Concept Styling Accessories It illustrates the essentials and helps to humanize the different areas. The design objects should be practical, clever, useful, simple and modern: Always neat and spotless. It helps to illustrate the essentials of the brand (quality, cleanliness).accessories must be arranged in the rooms. 24

25 4 TECHNICAL AND GENERAL RECOMMENDATIONS 25

26 Technical and general recommendations Equipment In order to guarantee high quality we have selected a restricted list of DSLR cameras to be used : Canon 7D, 5D MII and MIII, Nikon D800. For the rooms and the detail shots of the hotel : A slider to make small travellings. A tripod to assure a stable image. To film the common areas and reception in POV shots: A glidecam. A shoulder rig. Lights We will mainly use soft box lighting to create soft lighting in the rooms, which will allow to avoid shadows while still being easy to use. 26

27 Editing Recommendations Motion design Motion design will be used to integrate animations based on illustrations provided by the brand. During the editing these animations can be placed freely in accordance with the services and hotel areas shown. Music Music will be provided by the brand. It will be the same for all ibis budget hotels and in accordance with the brand universe. 27

Shadows are avoided (partly corrected in post-production).

28 Editing Recommendations Lights The light is frank and direct, it is possible to use directional spotlights. The colors are contrasted and saturated. Shadows are avoided (partly corrected in post-production). Chromatic Settings Color grading is an important element to create homogenous videos. It respects the chromatic guidelines defined by the brand s photographic guidelines. DO DON T White too yellowed 28

29 5 - BUDGET 29

30 Budget All ibis budget video shootings should be based on this briefing document. The costs referenced hereafter are being charged to every hotel so they can choose themselves the different components of their video. 1,200 HT for one shooting day. This price includes the preparation of the shooting, daytime shots of the hotel s direct environment, the views from the hotel (ex: view from a room), the integration of the animations in motion design, the delivery and online distribution on Accor websites (length about 1min30). 30

31 Budget - Options Additional shooting day If the hotel facilities / surroundings require it or the hotel needs it for whatever reason, an additional shooting day can be added and will be charged 1200 /day. Night-time shots On the hotel s demand additional night-time shots of the hotel s facade and surroundings can be filmed and will be charged 390. Modifications Every modification request to the final video after the first post-edit return will be charged 250 for half a day. 31

32 Budget - Details Invoicing For the total quote accepted by the hotel: Full payment will be charged at the end of the shooting month. Transportation cost The transportation cost for the cameraman will be charged as a lump-sum of 95 per hotel. If the crew has to travel from another location, the amount will be invoiced at cost and the hotel informed prior the shooting. Accommodation If the shooting requires it, the cameraman can access a single room with breakfast and WIFI included free of charge. All other costs (mini bar, video-on-demand, etc.. ) are to be charged to the cameraman. 32

33 6 VIDEO DELIVERY 33

34 Video delivery Deadline After production, it takes 6-8 weeks for a video version to be sent for validation. The video will be published on the hotel page on ibis.com. A second pack of informative videos in accordance with the Accorhotels.com video format will be published by TVtrip as well. 34

35 THIS DOCUMENT IS ADDRESSED TO THE BRAND AND THE HOTELS MANAGERS. CAMERAMEN SHOULD REFER TO TVTRIP FOR ALL TECHNICAL SPECIFICATIONS. TVTRIP CONTACT CAMILLE BACCHETTA 35

ibis Video Production GUIDELINES HOTELS IBIS STYLES TVtrip is a certified video vendor for the Accor Hotel Group

ibis Video Production GUIDELINES HOTELS IBIS STYLES TVtrip is a certified video vendor for the Accor Hotel Group 1 Summary Introduction Ibis Styles spirit Creative concept Technical and general recommendations