In 2017, The Unbound Collection by Hyatt brand sought a platform to build brand awareness, bringing to life, in an emotionally relevant way, the brand promise of delivering on-of-a-kind, story worthy stay experiences. Identifying the powerful connection between music, story, and experience, the hunt was on to find the right artist, narrative, and creative direction for The Unbound Collection by Hyatt target; independent-minded travellers who see travel as an exciting adventure that provides them the freedom to create their own stories.
The Confidante Miami Beach offers a unique setting to tell a memorable story, and through creative branded content we were able to create a broader campaign that serves as inspiration to modern travelers who seek adventures and story-worthy experiences.
The Unbound Collection by Hyatt had launched the brand on the premise that the authenticity of social media content is the most powerful vehicle for not only telling the story of a non-traditional hotel brand in an unconventional way, but also the right way to connect with a target audience that takes pride in discovering hidden gems. From twitter contests to social influencer engagement campaigns, social first was the storytelling vehicle of choice for The Unbound Collection by Hyatt.
In this case, our strategy was to authentically and seamlessly connect the energy of a rising star (Dua Lipa) and an emotionally resonant story with the brand via a series of highly shareable content pieces that positioned The Confidante Miami Beach (an Unbound Collection by Hyatt hotel) as a "co-star" in her story. After all, its inspiration and its name came from the notion of being a trusted friend.
We had to find the right talent – and did so in Dua Lipa. While she fit the bill as an "up and coming" artist, she also had a dedicated audience who loved her, a strong social media following, a story to tell, and a vibe that aligned perfectly with the brand.
The song that was chosen for the campaign was also pivotal for this connection. "New Rules" is a song about empowerment, self expression, and connection with your friends and community. In the video, we see Dua Lipa staying at The Confidante with her friends, who support her in resisting getting back with a former boyfriend. The Confidante, a hotel which is positioned as reminiscent of "your best friend's beach house," provides the perfect setting for Dua to lay down her "New Rules" as she begins to write the next chapter in her story, inspired by her friends AND her surroundings.
In addition to the music video, we created several short vignettes that showcased Dua surprising fans, behind the scenes stories filmed during the video shoot, and an intimate performance of her songs. We leveraged these in both promoted prospecting and remarketing posts to drive deeper engagement with the brand.
As a way to further amplify the campaign and create more social buzz, we generated two exclusive feature stories in top-tier trade and entertainment outlets, Billboard and AdWeek. Both articles illustrated The Confidante as the ideal location for the music video and that the property draws inspiration from the notion of being a "trusted friend," while connecting to the brand's mission of providing curated, authentic experiences.
