Discovery
When someone says “inside the loop” what does that really mean? We know it means location, but it also means in the know. In style. Connected. In the moment. Proximity to the inside scoop. Going where the locals go. Part of the community. Being close to the action/entertainment/fun - having everything you want within reach. This concept plays into those ideas, and the idea of exclusivity, with a design element that puts the high-fashion photography inside of a “loop.” In our ads, outside of “the loop” is monochromatic, while inside of the loop, our photography is bold and colorful. Beyond the ad campaign, this notion of “in the loop” works well with Lady Derek, as well as all other forms of communication seen throughout the hotel, in-room amenities, etc.
Activation and Impact
For the first time in the hotel’s history, Hotel Derek has been ranked as a 4-star award winner with Forbes. Our creative vision can be found at every turn within this energy-filled property. We reimagined the in-room collateral, catering sales support, past guest marketing and executed a national ad campaign.