The Serrano Hotel was a boutique hotel that had a good reputation for supporting film crews shooting in San Francisco and wanted to focus on that lucrative repeat business by emphasizing how they went above and beyond for them.
The Pacific Palisades Hotel needed a severe boost to occupancy. They had a small marketing budget and were surrounded by big chains that had much more brand recognition. So we looked at what we could do for them. We opportunistically bought cheap, last minute ad space in the local newspapers left over when other advertisers canceled. We wrote ads that were designed to get attention by speaking to the competition, the context and pushing an edgy personality that none of the other hotels could copy in order to draw in the younger, hipper tourist. The results? An unheard of 80% boost in occupancy – and a campaign that got talked about throughout the city.
We created a microsite to support viral videos we had yet to see. Working with the creative brief “Lipton tea can cure Indooritis” and some yet-to-be-completed viral videos, we developed a fake scientist/doctor and an activist organization (with Lipton as a clear endorser). The site included the quiz to see what kind of indooritis sufferer you were, a ’50s-style educational video, and the ability to send a friend an intervention email from the fake mascot – Betrand the beaver.