We’re meant to love being outside and one with nature. But after a short stint in the countryside many crave for the city and the comforts it offers.
So, to talk to these people we literally used their own words, by creating a fully integrated national campaign featuring real one star-reviews from Tripadvisor that complained about some of nature’s most stunning landscapes from the Grand Canyon to the Sahara Desert. Simply put, no matter the beauty, wifi reception for Snapchatting is more precious to the modern traveller than Mother Nature’s best sunset.
By turning the traditional hospitality review system on its head, we made nature the enemy and The Pilgrm Hotel the solution to all these woes.
The campaign included targeted outdoor ads in major London train stations, print ads in Timeout, a data-driven social media drive and radio ads played on stations most listened to in car journeys.
