Working with Jupiter CT, Protea Hotel Fire & Ice! Cape Town undergoes renovations with an interactive edge

Posted: July 23, 2014

[Cape Town]: Cape Town’s Protea Hotel Fire & Ice! is currently undergoing a renovation. Unlike other construction sites that are an eye sore, The Protea Hotel Fire & Ice! Cape Town team and our team at the Jupiter Drawing Room in Cape Town created a space that ignites the market and offers guests and brand ambassadors an opportunity to engage and share their décor ideas  to the Protea Hotels team via Facebook and Twitter.

During the renovation, guests are invited to look through a 9 metre ‘Sneak Peek Wall’ to view what they think will be the actual construction site.  However, upon closer inspection, they will find unusual, humorous and quirky images that are synonymous with the brand’s and Hotel’s personality.

Ross Chowles, our Executive Creative Director, says it was important to embrace the refurbishment, instead of steering the guest’s attention elsewhere. “Protea Hotel Fire & Ice’s clientele have come to know and love the unusual details and story telling the hotel provides.  We wanted this to come through at all times.  In addition to the Sneak Peak Wall, guests are also able to receive updates via a microsite, Facebook and Twitter.  We are also encouraging guests to tweet their décor suggestions and ideas to the hotel (@FireandIceCT ) for consideration with the hashtag #MoreFireMoreIce  – it’s a refurbishment that encourages open communication between our fans and guests leveraging the power of new media and social to generate talkability.”

Nicholas Barenblatt, Group Marketing Manager of Protea Hotels says that the creative execution by the Jupiter Drawing Room team is as playful and irreverent as the Protea Hotel Fire & Ice! brand. “The creative is witty and above all engaging. As much as it can be an overused term in marketing, this campaign has truly engaged our market and delivered on our brand ethos.”

The new design and look of the public spaces will be revealed for all to enjoy on 1 September 2014.


Note to editors:

About Protea Hotes Fire & Ice:

What kind of city would Cape Town be if the coolest travelers couldn’t find the party from their hotel room? Protea Hotel Fire & Ice! Cape Town offers it on a silver platter from the minute you step into the lobby. It takes everything from service levels to room standards very seriously, but never takes life to seriously. The hotel is nestled in the heart of Cape Town’s entertainment area, a stone’s throw away from the very best vibrant nightlife spots, cafes and restaurants.

About The Jupiter Drawing Room Cape Town:

The Jupiter Drawing Room Cape Town celebrated 20 years in the business in 2014.  After having opened its doors in 1994 with three founding members, Kevan Aspaos, Joanne Thomas and Ross Chowles,  and one client, it has grown over the years to be recognized and celebrated as one of South Africa’s most celebrated and awarded agencies.


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Issued by and on behalf of:Kouthar Stellenboom

The Jupiter Drawing Room Cape Town

Tel: 021 442-7000