Children set a European record by constructing the longest giraffe neck with KAPLA.

1. Children set a European
record by constructing
the longest giraffe neck
with KAPLA.

2. At a glance
Over 500 children set a European record by constructing the longest giraffe neck with KAPLA.
The event gave a boost to Novotel’s reputation as a family hotel chain.

3. Situation Analysis
The Novotel brand of Accor Hotels wanted to reinforce brand awareness for their family offer
‘Family & Novotel’. Often Novotel is primarily seen as a business hotel, but with ‘Family &
Novotel’ it offers special packages for families.
Objectives
To reinforce brand awareness for Novotel’s family offer ‘Family & Novotel’ and boost Novotel’s
reputation as a family hotel chain.
Strategy
Create the opportunity for children and parents to get in contact with the Novotel brand in a
playful way. Inspired by Novotel’s partnership with KAPLA, Ketchum Pleon developed the
concept for a yearly recurring KAPLA building & playing event. We partnered with WWF to
strengthen the message of Novotel as a family brand and the partnership matches Novotel’s
marketing campaign ‘Natural Living’.

4. Implementation
The first KAPLA building & playing event was held in
Novotel Amsterdam City. To attract as much children as
possible, the event was held during the spring break on
Monday afternoon. The target for this first event was set at
200 to 250 children between 4 and 12 years and their
parents.
The theme was ‘Animals of the world’. The children could
create their own KAPLA animal. Professional KAPLA
builders helped the children with tips and tricks. There were
prices to win for the most beautiful KAPLA animals. The
first price was a trip to the KAPLA factory in France and a
weekend trip for the family to a Novotel hotel in France.
During the event there were various entertainment activities
for children and parents.
Ketchum Pleon produced all marketing materials (such as
leaflets, posters, billboards, and website) and was
responsible for PR.

5. Please turn
page to see
the giraffe

6. Results
More than 500 children and 200 adults visited the event, resulting in
94% happy visitors! They set the European record and built the tallest
KAPLA giraffe’s neck. Novotel will continue to organize this successful
event every year.