We’ve chatted before about our love for the charmingly silly Ikea adverts.
And now we are equally excited about the furniture chain’s move into the world of budget hotels. We think they could give Travelodge a stylish run for their money.
Our Cultural Traction study has shown that we’re not the only ones with a soft spot for the Swedish giant. We’ve discovered that their VIBE score – how in touch they are with the cultural zeitgeist – is very strong. They appear to have tapped into what people really respond to – unrelenting optimism and a desire to make the world a slightly better place.