In brief: voco is an entirely new brand from IHG®. It needed an advertising campaign, visual identity and TOV.
Making a short story long: When we first started work on this campaign, voco was in its infancy – with only half a hotel – but their business model is to find interesting individual hotels and convert them to a voco. As such, we developed a campaign based on the idea of ‘stay interesting’. For each new hotel launch we discovered unique stories, facts and objects and used these to promote the opening. This drove the whole ethos of the campaign and everything was done with the idea of ‘interesting’ behind it. Finding out that you can exchange your reward points for a hedge trimmer for example.
Media: Print, digital, social