Address Downtown Launch Campaign
The re-launch of Address Downtown after its renovation was a landmark event for Address Hotels + Resorts, particularly given its positioning as the brand’s flagship hotel. Having undergone a complete renovation, the campaign had to communicate an entirely new proposition, from the stays and dining venues to meeting facilities and wellness amenities. Adding further complexity to the challenge was the fact that the campaign had to be produced while the renovation was still underway, which meant that only renders and briefs were available to us to shape our approach, and photography was not an option. However, having closely worked with the brand for several years, we dove into the challenge head-on and, in the process, refined our pioneering approach to marketing under-development assets and properties.
Key deliverables: Digital campaign, social media, print ads, collateral, launch video, outdoor advertising
Our approach
Given the absence of existing photos and footage of the hotel and its assets, we relied on our solid understanding of the brand ethos as well as imaginative conceptualisation of its core proposition to craft compelling photographic composites and copy for the launch campaign. In addition, our ability to research floor plans and manipulate 3D renders also proved to be highly useful, enabling us to extrapolate and use our imagination to visualise the experience communicated by the brand tagline, ‘Where life happens’.
Campaign Executions:
Digital media:
• Email shots
• E-newsletters
• YouTube mastheads
• Facebook Canvas
• Instagram Carousel
• Launch videos
• Web banners
• Social media
Traditional media:
• Print adverts
• Multi-fold flyers
Outdoor media:
• Bridge banners
• Lampposts