Already a household name for its Jurys Inn hotel chain, stablemate Leonardo Hotels wanted a novel, powerful way to drive public awareness of its brand. The answer? Take a hotel on tour, with a stunning bespoke bus conversion that turned the top deck of a bus into a Leonardo Hotels bedroom.
Using our years of experience we took one of our Bespoke Class buses and completely transformed the interior and exterior, effectively enabling Leonardo Hotels to take a hotel room on tour, to jaw dropping reactions across the UK.
Leading the project was Roadshow Promotions’ Director Natasha Greenley.
“There’s a unique marketing power in a promotional bus,” explained Natasha. “It’s big, imposing, and unmissable whether on the road or at each stop on the tour. And because it’s mobile you can take your brand and messaging direct to your audience.”
For the Leonardo Hotels project, the lower deck was converted to act as a showcase of the chain’s offering and locations, with floor to ceiling internal branding providing the backdrop to an area customised with a flat screen TV to run promotional content, and meeting space for guest conversations.
Upstairs, virtually all trace of bus was removed. In its place, our Roadshow Promotions team created a Leonardo Hotel bedroom complete with bed (adapted to subtly fit over the bus’s rear seat section) a desk, armchair and standard lamp. From wall art to flooring, the result powerfully replicated the Leonardo Hotel experience. Outside, the bus exterior was fully wrapped (or ‘skinned’) in Leonardo branding.
Meanwhile, behind the scenes, all of our Roadshow Promotions’ Bespoke and Corporate Class vehicles are kitted out with full electrical and networking systems which enable sound, light, screens and internet, ensuring every conversion is backed by a complete audio visual experience as required.
“This was one of the most comprehensive and challenging conversions we’ve completed,” Natasha said, “and it’s a wonderful example of just what can be achieved with imagination, creativity and know-how. It took three months to turn a double decker bus into a hotel room. We’re extremely proud of the finished result and we know Leonardo Hotels are delighted with it too.”
Andy Besent, Head of Sales at Jurys Inn & Leonardo Hotels said “We were undertaking a project to re-brand our UK & Ireland hotel portfolio to Leonardo Hotels. Our idea was to take a sample mobile bedroom out to our hotels and customers on a branded double decker bus to show off the new look. Roadshow Promotions have been a great partner in making this vision happen, helping us deliver a branded double-decker bus with a bedroom upstairs and meeting room downstairs. All through the design stage the feedback and support has been excellent. The bus was delivered on time and the brand wrap on the exterior and the finish of the interior have been first class and above our expectations. Most importantly our support from the bus driver through what is a complex logistical plan has been such a help to us. Everyone who has visited the bus on its tour from Plymouth to Inverness has really enjoyed the experience. We would definitely use Roadshow Promotions again”.
Although this conversion showcases the extent to which a promotional bus can be transformed, hospitality is far from the only sector that can benefit, with bus conversions able to be tailored to any industry.
“We work with a wide range of clients who use the unique capabilities of an event bus in a variety of ways,” explained Natasha. “The health sector uses our event vehicles to run health awareness and vaccination campaigns, as consultation vehicles or to train medical staff on new products. Universities use them to drive awareness of their courses. Local government uses them to run public awareness campaigns. And from Rimmel to TGI Fridays to Johnson & Johnson, major brands choose our promotional buses to go to where their staff or customers are and engage them on their territory.
“When there’s so much competition for attention, brands like Leonardo Hotels are realising the creative and marketing power of promotional vehicles.”
Ask us about how a promotional vehicle can enhance your marketing and brand, contact us.