Capitalizing on Current Trends to Boost Brand Identity
When celebrities like Justin Bieber and Cardi B began donning hotel swag outside of their rooms, Hotels.com knew it needed to seize a timely opportunity and build brand personality.
- Tie this new trend — and Hotels.com — to New York Fashion Week and capitalize on its news cycle
- Build upon the Hotel.com-branded National Hotel Slipper Day and #RobeLife campaign’s to leverage the spike in celebrities wearing hotel swag in public
- Emphasize Hotel.com’s brand identity in the market
THE AKA SOLUTION
The Hotels.com agency team tapped AKA to elevate a real-world scenario with end-to-end creative, production and post-production editing for social content drops.
With NYFW just weeks away, AKA brought this creative to life by producing multiple in-feed videos that featured models strutting the runway in “hotel-inspired” pieces — a robe crop-top, duvet wrap and high heel slippers.
AKA served as the exclusive creative provider by handling all project aspects — from storyboarding, casting and creating a full runway, to shooting this unique fashion show, post-production editing and special effects.
What AKA promised on the front end, we exceeded on the back end. The branded videos, images and GIFs, received with universal praise, were distributed via Hotels.com’s social channels during #NYFW and continue to garner impressions.
By extending Hotel.com’s National Hotel Slipper Day campaign during New York Fashion Week, the company established itself as the “haute” brand in the fashion and travel markets. The brand continues to produce #RobeLife content, which has experienced a spike across organic social channels.