citizenM introduced itself to the good people of New York – and mobile travelers everywhere – with a whole host of actions gently mocking all the usual clichés to be found in more traditional hotels. It also used other untraditional methods to welcome itself to the city, whilst celebrating its new home, and neighbours, at the same time. This approach took many forms.
We created a Facebook campaign designed to inject some much needed cool back into the area that has become a tourist trap by replacing the infamous tourist portrait artists of Time Square with some of New York’s finest instead. The good people of Facebook were asked to submit their profile pics, and 250 lucky winners got theirs redrawn by one of our much cooler, more contemporary artists: Mike Perry, Jon Burgerman, Julia Pott, Chris RKW, and Sheryo & The Yok. The winners could share and download their amazing new portrait, tag themselves and of course use it as their profile pic.
We also created outdoor and subway posters with messages like “citizenM says: to the city that never sleeps, we’re here to help”. Some cheeky messages also appeared in unexpected places on the streets of Manhattan, involving hot dog stalls, bellboys, and a stretch limo parked outside some of NYC’s snootiest hotels.
Announcements continued to take place in the virtual world, engaging with citizenM’s fans, friends and the newly acquainted via social media and YouTube. Personal letters were sent to celebrity local New Yorkers and posted online. We’re still waiting on replies. Woody Allen got an extra love letter, in the form of a film, an ode to his most famous movie. We’re pretty sure Mr Allen shared it on his Facebook page.
Lastly, to really put an end to hotel clichés, we worked with renowned Oscar nominated filmmaker PES, featuring a pair of loved up towel swans whose mating ritual is rudely and violently interrupted.