Where Sleeping is an Awakening

In a bold shift towards diversity, ILUNION Hotels, the hotel brand of Grupo Social ONCE, has launched a new marketing campaign under the slogan “Where Sleeping is an Awakening.” This exciting initiative, following five years since the launch of “Hotels with Everyone Included,” promotes an updated message inviting us to close our eyes and discover a different world — one that champions the labour inclusion of people with disabilities and other vulnerable groups, as well as accessible tourism.

With this new campaign, the brand completely breaks away from the usual standards and narratives it has followed over recent years, embracing a more disruptive, stimulating, and dynamic territory. It directly appeals to the viewer’s emotions, promoting diversity and inclusion across cultures, ages, and uniqueness.

Beyond its wide range of urban and holiday hotels, ILUNION Hotels stands out as a unique model globally, whose main value lies in its people. This is precisely the central thread of the new commercial: a 97-second video starring its own employees, enough to inspire the world and invite the viewer to join this great change.

The claim “Where Sleeping is an Awakening”, together with the closing line “To open your eyes, you only need to close them”, conveys to clients and stakeholders that ILUNION Hotels is much more than just a hotel company.

“ILUNION Hotels has a humanising, transformative power — and that power lies in its people. They are the true value of the brand, and that had to be the soul of the entire campaign,” says Teresa Zamora, Marketing and Communications Director.

“Where Sleeping is an Awakening” gives the brand a renewed personality that sets it apart from the rest. “ILUNION Hotels is more than a hotel company, which is why its message invites you to dream with us, to join us on this journey to foster conscious, inclusive, and accessible tourism together,” Zamora adds. The success of this campaign lies in selling the product without showing it — an incredibly difficult feat — because when you sleep at an ILUNION hotel, many things that were dormant inside you awaken.

As part of the campaign, ILUNION Hotels has launched a new brand website (https://dondedormiresdespertar.es/en/homepage-en/), featuring a minimalist aesthetic and emphasising its commitment to sustainability.