THOMPSON HOTELS
Two decades ago, Thompson Hotels emerged not just as a hospitality brand, but as a cultural tastemaker, curating and championing what was deemed cool and significant within its premises. Today, under the Hyatt umbrella, Thompson Hotels remains true to its cultural heritage while taking it a step further, actively supporting creators who embody and elevate these cultural standards.
Challenge
Through its 2023 installment, Thompson Hotels sought to extend scope and awareness through a 360° Culture Lives Here content campaign that could be seamlessly integrated into the portfolio’s overarching strategy.
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Working alongside Thompson Hotels’ team and identified Culture Shifters, I led the development of a robust social strategy and content production plan that would expand engagement and storytelling surrounding key market activations throughout the year.
Approach
Utilizing a thorough research and discovery process, I analyzed data and feedback gathered from past campaign activations, identified Culture Shifters and their digital networks, and forecasted trends relevant to Thompson Hotels' target audience: creative, locally-influential, and upwardly-mobile travelers. With this insight, I developed a social-first campaign strategy focusing on the unique and collaborative narratives of each shifter. This strategy included conducting interviews, capturing event highlights, and creating diverse motion and video assets tailored for Thomson's Instagram platform.
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