Minor Hotels
Brand Launch Campaign
The Project
Minor Hotels group has been undergoing huge expansion. Until recently it has operated 8 different hotel, resort and safari brands but remained behind the scenes as a parent company rather than customer facing. With such ambitious growth plans and the imminent introduction of further brands to the portfolio there was an opportunity to shift to become a B2C brand and benefit guests through shared loyalty schemes and discounted rates.
Our role was to write and produce the launch campaign, to announce that 8 independent brands could now be found at a single URL. While the individual brands would continue to operate separately, there would be greater emphasis on shared customer benefits.
Roles
Campaign Ideation, Strategy & Messaging, Content Production, Social Media Strategy & Rollout, Channel Toolkits & Guidelines.
The Launch
Our campaign announced this by focusing on iconic landmarks or activities around the world where you would find these properties and make the statement 'Now all in one place'. A simple mechanic that would allow incredible flexibility in messaging. For example: The Colosseum, The Empire State Building and the Sydney Opera House... Now all in one place.
We also led the development of the global campaign strategy, from core messaging to rollout ensuring every asset laddered up to a single, cohesive idea. The execution spanned over 700 deliverables, including hero films, animation, OOH, digital advertising, email marketing, and website. Every touchpoint was crafted to work hard in its own channel, while contributing to a consistent and compelling brand story worldwide.
Social
Campaign
Alongside the campaign, we developed and delivered a comprehensive six-month social media strategy, covering everything from channel planning and audience mapping to content production and rollout. A key part of the strategy focused on maximising the full ecosystem of the Minor Hotels portfolio, ensuring content was effectively distributed and tailored across all eight brand channels as well as the newly unified Minor Hotels channels.
Working across Instagram, Facebook, LinkedIn, TikTok, and X, we produced platform-native content designed to feel consistent without being copy-paste. The result was a connected, cross-platform presence that built awareness, drove direct bookings, and strengthened long-term brand loyalty.