This campaign is designed to highlight Vancouver’s extravagant side. Consequently, the images needed to feel rich, sensory, and sophisticated. Photographs were shot on location throughout the city, with locations ranging from the penthouse suite at the Wedgewood Hotel & Spa to Holt Renfrew. Meanwhile, ornate details and flourishes add a luxurious feel.
Display ads focus on portraying a diverse range of indulgent activities, such as dining, shopping, spa visits, and the like. They also work to communicate the limited time nature of the hotel packages on offer, while setting a rich, moody, dreamy, feel.
Two motion pieces were created to promote the campaign. Each highlights a variety of settings and activities, taking the viewer through a day of decadence, from morning to night. The 30 second piece is used online and embedded in the microsite, whereas, a shorter 15 second version is utilized in television spots.
Draftsman-like architectural illustrations were hand-drawn for each participating hotel and subsequently used in the website and collateral. These help convey a sense of craft, care, and consistency across the properties.
The microsite functions as both a means of seducing visitors with the possibility of a one-of-a-kind stay, and a way to reserve a hotel. A responsive design approach allows it to adapt to any screen size, be it desktop, tablet, or smartphone. Additionally, an anchored navigation bar allows users to move easily through the site.
Hotel pages featuring package details make use of non-conventional layouts, as well as a concierge service that allows bookings to be made via toll-free number. All hotel packages are grouped into three distinct categories: Cultivate (culture); Luxuriate (spas); and Satiate (dining). The microsite also emphasizes cultural events in Vancouver—at the bottom of each Event page, a handful of hotels are chosen at random to entice users to visit a package details page.
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