Our brief was to deliver a project that included conceptualisation of the initial campaign, art direction, illustration, art working, and copywriting. While the hotel wanted to steer away from the normal imagery that is associated with hotels in Dubai, they didn’t want customers to lose sight of the fact that they offer a warm, welcoming, and comfortable hotel for travellers with a passion for the unusual.
Using quirky headlines that play on the character of the hotel, which sit alongside kitsch, retro-style illustrations that bring in the film, TV and media references, the campaign really captures the unique character of this mid-market hotel. The campaign plays on the fact the hotel is not by a beach, it doesn’t have gold chandeliers and that it’s aiming for the more ‘budget’ end of the market.
The result was a unique launch campaign that accurately reflected the personality of the hotel, making it stand out and attracting both young professionals and those visitors looking for a more distinctive experience at a hotel in Dubai.
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