21c Museum Hotels is a unique hospitality concept: contemporary art museum meets intriguing hotel. With eight locations and several in the works, they partnered with Envisionit to build awareness for its parent brand ahead of its Chicago opening. So, how does a new museum hotel stand out in a new city with a world-class art scene and nearly 200 hotels? Be bold, artistic, and disruptive. To connect with our social savvy, mobile-obsessed, artistically-minded target group, we knew our campaign needed to capture attention, create curiosity, and put the brand on display.
Our campaign, “C U SOON, CHICAGO,” is our own take on contemporary art, using deconstructed 21c Museum Hotel brand elements, a motion-forward mobile-friendly paid social strategy, and an OOH approach with real stopping power to introduce the brand in a way that’s as memorable and thought-provoking as the museum hotel itself. The results? A campaign that’s stopping people in their tracks and social feeds.