CITIZENM MIAMI SOUTH BEACH

PROBLEM
citizenM hotels already have 2 properties in sun-kissed Miami, and now they have a third opening, on the iconic Miami South Beach.


How do you sell not just one, but three hotels across Miami, and draw guests from feeder-markets to citizenM in the sunshine state?





SOLUTION
Focus on the one thing that connects all three hotels, and distinguishes them from citizenM’s other locations: the sunshine. 


We built a campaign around the positive effects of the sun and the citizenM experience.


In fact, some of our adverts were created by the sun. Using cyanotype printing, a practice which allows you to print images with the sun’s rays, we captured 3 Miami-based influencers embracing their sunny side. They were displayed on boat OOH’s around South Beach.

To top things off, we created a series of artful videos which amped up positive feelings of the sunshine in a uniquely citizenM way.