Taking citizenM's challenger mentality to the American people

PROBLEM
While citizenM is close to 15 years old, and have over 10 hotels in the US, their share of voice remains low. With their business shifting focus to the American market, they ask us to create a campaign to introduce citizenM’s unique approach to hotelling to the whole US market.



Solution
We created a campaign highlighting citizenM’s challenger mentality. The campaign focused on how, with the creation of the original affordable luxury hotel, citizenM disrupted the whole hotel industry and breathed fresh life into the category.


Building on the work that was in progress to launch their Washington NoMa property, we used portraits shot from the perspective of the pillow to reinforce citizenM’s original position as the antidote to the tired hotels chains of old. The campaign ran across OOH, paid social, pre-roll, on-demand streaming and print.