A double launch campaign to mark the opening of citizenM’s new hotels in Shoreditch and Tower of London.

The campaign took advantage of KK’s latest brand development work as well as the hotel’s social media fanbase.

Outdoor ads appeared around the Shoreditch triangle, and in a Tower Hill tube station takeover, with location-specific lines riffing off the respective reputations of the neighbourhoods. Photographer Dirk Rees shot 27 ‘royal’ portraits of real citizenM guests and staff in costumes made exclusively of items found in the Tower of London hotel. These portraits appeared in a public gallery as part of the tube station takeover. Social media activity accompanied the series, inviting guests and locals to create their own DIY royal outfit.

Various other PR and social materials were created to draw attention to the opening of the hotels, as well as an animation and ‘web toy’ produced in collaboration with Animade (coming soon).

Tower of London