Home Inns Appoints RedWorks Beijing as Digital Marketing Counsel for New Yitel Brand

BEIJING, 17 May 2011 – Chinese hotel chain Home Inns announced that it has named RedWorks, Ogilvy & Mather’s production and design unit, as digital marketing counsel for the website launch of the chain’s mid-to-high end business hotel brand, Yitel. This appointment follows a three-way competitive pitch amongst digital agencies. As Yitel’s first and primary agency, RedWorks will be responsible for the design and production of Yitel’s corporate website. The website will be an e-commerce platform that will provide online booking, payment and loyalty points tracking services. RedWorks will also develop Yitel’s digital marketing strategy, which will include both branding promotion and customer relationship marketing.

Similar to the budget hotel market, the mid-to-high end business hotel market in China is in its early stages of development. As demand increases, there will be great potential for mid-to-high end business hotels, and Yitel will be there to meet the needs of customers. As a brand that sets unprecedented business travel standards, Yitel hotels will offer the best of both worlds: four-star décor and affordability.

“RedWorks has a wealth of experience and showed a deep understanding of our brand. We were very impressed by their work for Sands Hotel Macao,” said Sun Qingyi, AVP of Brand Management, Yitel. “We’re eager to see how they will establish the online presence of our new brand through our website and digital marketing.”

Lyon Zhang, Digital Director, RedWorks Beijing, said, “There is currently a lot of potential for mid-to-high end business hotels in China. The Home Inns assignment will challenge us to apply our knowledge of the domestic hotel industry to find creative ways to generate demand for this new sector.”

Yitel plans to open its first hotel in June 2011 in Taiyuan, capital of Shanxi province, and grand openings in Shanghai, Beijing, Dalian and Xian would follow. Over the next five years, Yitel plans to establish 50 hotels across China. 

For a photo or more information, please contact:

Sarah Guldin
Senior Manager, Corporate Communications
Ogilvy & Mather Group China
sarah.guldin@ogilvy.com
Tel: (8610) 8520 6552 

About RedWorks
RedWorks is the answer to clients who want to increase marketing efficiency globally without sacrificing quality. RedWorks brings together an extensive network of production and design capabilities into a single global unit, focusing on providing high-quality, cost-effective brand communications in both traditional and digital media. RedWorks combines cost-efficient global hubs with access to a vast group of more than 1,000 talented craftsmen and creatives thus providing our clients value, quality, efficiency and speed-to-market. RedWorks is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world’s largest communication services groups.

Contact: Sarah Guldin
Date: May 17, 2011
Office: Beijing