The first ad campaign for the MICHELIN Guide’s hotel selection officially unveiled on the British market

• “Sleepless in the Kitchen,” the first MICHELIN Guide ad campaign for the British market, highlights the Guide’s new hotel selection.
• This ad campaign is unveiled on the sidelines of the international launch of MICHELIN Keys, launched in France last April and in the United Kingdom on October 1^st.
• The hotels recommended by the MICHELIN Guide may be directly reserved on its website and via its mobile application at the best prices on the market.

The MICHELIN Guide’s latest awards, the MICHELIN Keys – initiated last April – aim to share hotels across the world that propose the most exceptional travel experiences with international voyagers. In 2024, just as it does for restaurants, the MICHELIN Guide awards one, two or three Keys to some 1,400 hotels among an international selection referencing more than 6,000 remarkable properties. 

Unveiled in an exclusive preview on October 1^st, when the MICHELIN Keys were presented for the United Kingdom and Republic of Ireland, the “Sleepless in the Kitchen” campaign – created by the agency BETC – wittily demonstrates the Guide’s renewal of its expertise in the hotel sector, completing that of the gastronomic industry for which MICHELIN is better known to the general public.

Directed by Danny Sangra, the commercial uses British humour to tell the story of a client who spends a nerve-racking night in the kitchen of a Star-rated restaurant, drawing a parallel between the Guide’s established knowledge in recommending gourmet destinations and its newfound expertise in selecting an array of hotels.

Initially conceived for the British market, this ad campaign confirms the MICHELIN Guide’s intention to share with the greatest possible audience the opportunity to reserve the world’s best hotels – carefully and independently selected by its inspectors – through the Guide’s website or application.

The campaign was unveiled on October 17, 2024, on the website and mobile app, as well as on connected TV, and across the digital and social platforms of the Group and the MICHELIN Guide (YouTube channel, Instagram, and TikTok accounts).

You may watch the full commercial here: About Hotels (michelin.com)