Elevate brand advocacy with Viceroy Hotel Group, while creating a clear point of distinction in a commoditised business segment that would allow it to resonate further with and attract various global travellers across all age brackets and behavioural segments.
Creating a communication platform based on the service mantra of the brand, the Agency narrowed its focus to the growing Millennial segment by acknowledging their multidimensional personalities, and their innate desire to be connected to the places they visit while being rooted in their own provenance. This mindset is seen to be growing and is not limited to Millennials alone as many Boomers and Gen-Xrs also begin to display similar behavioural patterns.
The I AM VICEROY CAMPAIGN presented this universal truth in a creative, dramatic and powerful manner. It paid homage to their brand ideology, its guests and their passions, and became a compelling platform to create deep and meaningful dialogue through the lens of individual life stories. The campaign established Viceroy Hotel Group's properties an avant-garde name in the world of hospitality that offers individuals incredible experiences.