Starwood Capital x Principal Hotels
Strategy and Launch of Principal Hotel Flagship in Central London.
The brief / To design and produce a campaign which would promote and launch Principal Hotels flagship property in Central London during the final stages of construction.
The strategy / Russell Square tube station has phenomenal levels of footfall and as the hotel was next door we created vinyl imagery designed to fit each window specifically to highlight all that the hotel had to offer. As we got closer to the launch we replaced vinyls with purpose built 4K screens all around the outside of the hotel displaying animations which progressively counted down to the launch date.
The campaigns / Streamed live across the website and all social channels with a competition run to piece together the animations and win access to the launch party.
The outcome / Principal London became the first five star hotel in Central London to sell out for the year within six months of the launch.