Melia Hotels wanted to create the biggest impact possible when it came to launching their newest hotel in Newcastle. So they tasked our team with producing a brand activation spectacle that would capture the hearts and imaginations of the people of the city.
To generate awareness for the launch, we conceptualised and implemented the 'INNSiDErs Of Newcastle' campaign. This consisted of producing a range of interviews with influential and noteworthy local business leaders, highlighting what they loved about their city. The series was launched on social media to generate engagement within the local community, and built up to the launch party.
The next stage was to produce a visual presentation for the launch party. We took headshots of each of the INNSiDErs Of Newcastle, and created a huge window display. We produced a spectacular A/V show, with the lights dancing to the music. The event culminated in a live performance from Andrew Cushing.
The Results
The launch party was a huge success. After the build-up campaign went viral, it drew crows of locals to witness the unveiling of the hotel. The light display caught the attention of the press, and national coverage was gained from all of the top news outlets.
Deliverables
Campaign Ideation
Film Production
Digital Marketing
