Sounds of Elite Hotels – Volt 2022 | Clapboard Ad Archive

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Sounds of Elite Hotels - Elite Hotels of Sweden | Clapboard Ad Archive

Sounds of Elite Hotels, created for Elite Hotels of Sweden by Volt in 2022, breaks category convention by foregrounding an overlooked yet evocative aspect of hospitality: the distinct soundscape that defines a hotel stay, from the rhythmic echo of wheeled luggage in corridors and the soothing hiss of the sauna, to the subtle clinks of room service and the kinetic energy of a professional kitchen in motion. In a travel and leisure market eager to recapture guest attention after the pandemic, this campaign sidesteps empty spectacle in favor of a richly sensory narrative, inviting audiences to reconnect with the anticipation and comfort encoded in the ambient sounds unique to Elite Hotels. The approach leverages a deeply strategic insight into post-pandemic traveler psychology, using the emotional resonance of familiar hotel sounds to stoke nostalgia and reignite desire for genuine, multisensory experiences that visual storytelling alone cannot supply. Volt’s disciplined use of film and digital video assets crafts an immersive atmosphere that aims to transport the viewer, reinforcing the sense that Elite Hotels is not simply a backdrop for travel but a destination defined by its distinctive, intimate audio character. What Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property, the campaign crystallizes Elite Hotels' competitive identity around a single, inimitable sensory signature, setting it apart from rivals such as Scandic, Nordic Choice, and Radisson Blu, whose communications focus primarily on visual design, sustainability, or location. This singular focus on sound curates a property that is emotive, authentic, and uncopyable, recalibrating the brand in the minds of consumers who have craved the lived reality of travel during a time of global stasis. In a hospitality landscape awash in generic comfort messaging, Elite Hotels of Sweden asserts its difference by invoking the textures of experience that make a hotel stay memorable, embodying an underexploited territory in hotel branding that extends beyond visual or functional attributes. Clapboard rates this 67/100. In a market where differentiation too often defaults to design tropes or loyalty programs, the Sounds of Elite Hotels campaign demonstrates the commercial and emotional power of owning a truly unique sensory asset.

Credits

Client

Elite Hotels of Sweden

Agency

Volt

Art Director

Christian Jörgensen, Johan Sundberg, Daniel Eriksson

Account Management

Jenny Meckmach

Strategic Planner

Cornelia Wangel, Henrik Stampe

Producer

Fabian Mannheimer

Crew

Jonna Liljendahl, Kristina Tjäder, Jan Sjöberg

Cinematographer

Tobias Lundqvist

Post Production

Adi Omanovic

Music

Martin Mighetto

Category Mind Map

48%

The "Sounds of Elite Hotels" campaign by Elite Hotels of Sweden, developed by Volt, leverages an unusual sensory approach to reengage travelers in the post-pandemic landscape. Rather than focusing on the typical visual appeal of hotel stays, the campaign spotlights the distinctive and intimate sounds associated with the hotel experience—such as the clatter of luggage on corridors, the sizzling sauna, and the quiet delivery of room service. This narrative strategy underscores the brand’s proposition that Elite Hotels offers more than just accommodation; it provides a multisensory environment where each sound reflects comfort, care, and the nuanced rhythm of hospitality. The campaign’s market strategy hinges on a deep insight into traveler behavior and sentiment following the global pause on leisure travel. By emphasizing the subtle, often overlooked auditory elements of a hotel stay, it taps into a sense of nostalgia and anticipation, subtly reminding guests of the tangible yet intangible pleasures of travel that have been missed. The choice to use film and digital video assets enables an evocative, immersive experience targeted at discerning travelers who value authenticity and detail in hospitality. The creative angle encourages the audience to rediscover the hotel environment through sound, differentiating Elite Hotels in a competitive travel market eager to revive consumer confidence and desire for travel. This sensory-focused narrative aligns with a broader cultural moment, where audiences seek meaningful, experiential connections rather than generic brand messages.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on the unexpected, distinctive sensory identity of Elite Hotels—the sounds unique to a hotel stay (e.g., sizzling sauna, tinkling room service, luggage wheels). Rather than telling a story, showing a problem, or directly demonstrating a benefit, the campaign highlights the hotel's unique "soundscape" as a property exclusive to the brand experience, setting Elite Hotels apart in the mind of the viewer. This distinctive characteristic is leveraged to evoke the feel and memories of travel, emphasizing what makes Elite Hotels special in a crowded hospitality market, a classic use of the Unique Personality Property format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Scandic Hotels – Positioned as Scandinavia’s largest hotel operator, Scandic emphasizes sustainable hospitality combined with modern, family-friendly accommodations and convenient urban locations. Their strong focus on eco-conscious practices and inclusive guest experiences appeals to environmentally aware travelers. 2. Nordic Choice Hotels – With a broad portfolio of brands, Nordic Choice leverages diversity in styles and price points to cater to both business and leisure travelers. They emphasize personalized service and loyalty programs, fostering strong emotional connections with Nordic and international guests. 3. Clarion Hotels (part of Nordic Choice) – Clarion targets upscale travelers looking for vibrant, design-driven hotels in city centers. Their focus on cultural events, local partnerships, and social spaces creates dynamic experiences that blend comfort with urban lifestyle. 4. Best Western Hotels & Resorts (Nordic region) – Best Western capitalizes on its global brand recognition combined with localized service, offering reliable, midscale accommodations. They focus on convenience, accessibility, and value, attracting cost-conscious travelers seeking consistency. 5. Radisson Blu Hotels (Nordic countries) – Radisson Blu positions itself as a premium international brand offering stylish, full-service hotels. They emphasize innovative guest experiences, wellness amenities, and prime locations, targeting both corporate and leisure segments seeking quality and sophistication.

Q: What is Sounds of Elite Hotels about? A: Sounds of Elite Hotels is a 2022 campaign from Elite Hotels of Sweden, created in partnership with the agency Volt. Targeting the Swedish hospitality and tourism market, the campaign pivots away from traditional visual storytelling to focus on the distinctive and evocative sounds that define the hotel experience. Through a series of digital videos, it captures auditory moments such as the clatter of luggage in hallways, the sizzle of the sauna, and the arrival of room service, inviting viewers to reconnect with the sensory pleasures of travel in a post-pandemic world. Q: What creative device does Sounds of Elite Hotels use? A: Sounds of Elite Hotels employs the Unique Personality Property creative format, as classified by Clapboard's 12-format taxonomy. This approach highlights a singular, ownable feature of the Elite Hotels brand—the unique soundscape of a hotel stay. Rather than narrating a story or demonstrating a functional benefit, the campaign foregrounds the sensory identity of Elite Hotels, using authentic hotel sounds as a distinctive brand property. This creative device sets Elite Hotels apart by making the auditory experience central to its brand image. Q: What is the campaign proposition for Sounds of Elite Hotels? A: The campaign proposition for Sounds of Elite Hotels is that Elite Hotels offers more than just accommodation; it provides a multisensory environment where each sound reflects comfort, care, and the rhythm of hospitality. By focusing on the subtle, often overlooked auditory elements of a hotel stay, the campaign speaks to travelers who have missed the tangible pleasures of travel during the pandemic. This strategy aims to evoke nostalgia and anticipation, positioning Elite Hotels as a brand that understands and elevates the full sensory experience of hospitality. Q: How does Sounds of Elite Hotels rank in Clapboard's archive? A: Sounds of Elite Hotels holds a Clapboard Campaign Score of 67/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Elite Hotels of Sweden's category? A: In the Nordic hospitality sector, Elite Hotels of Sweden faces competition from several key players. Scandic Hotels leads with a focus on sustainable, family-friendly hospitality and urban convenience, appealing to eco-conscious travelers. Nordic Choice Hotels leverages a diverse brand portfolio and personalized service to attract both business and leisure guests. Clarion Hotels targets upscale, design-driven travelers seeking vibrant city experiences, while Best Western Hotels & Resorts offers reliable, midscale accommodations with a global reputation for value. Radisson Blu positions itself as a premium brand emphasizing stylish full-service hotels and innovative guest experiences for both corporate and leisure segments.