BRYTE Insurance

Client: 

Bryte Insurance 

Project: 

Customer Acquisition – Hospitality Sector

How do you show boutique hotels that they can get business insurance as unique as them?

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demographica b2b marketing case study bryte insurance
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demographica b2b marketing case study bryte insurance

CHALLENGE

The boutique hotel segment was identified as the ideal target market for the bespoke business insurance product Bryte Insurance was offering to the hospitality sector. The problem was that these boutique hotels were already insured by competitor offerings, who offered a very generic business insurance product.

INSIGHT

Unlike hotel chains where each hotel and each room conform to the standards and design of the chain, boutique hotels are generally unique and often each room is unique. This individuality is demonstrated in the art, furniture, and style of each hotel, often reflecting the personality of the owner. Boutique hotel owners take immense pride in the uniqueness of their hotels.

demographica b2b marketing case study bryte insurance
demographica b2b marketing case study bryte insurance

STRATEGY & CREATIVE

Here the Japanese idea of Kintsukuroi became the ideal way to demonstrate that not only is each hotel unique but also the opportunity to link the idea to the value of having bespoke insurance from Bryte Insurance.

Kintsukuroi is the Japanese art of repairing broken pottery with powdered gold. The idea is that the repaired object is more beautiful because it has been broken. Each repaired piece of pottery is unique (because each one breaks in a unique way), symbolic of the uniqueness of a boutique hotel. It’s also symbolic of insurance because the job of an insurer is to put the insured in a better position than they were in before the claim.

‘Philosophically, Kintsukuroi treats breakage and repair as part of the history of an object rather than something to disguise.’

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