Preferred Hotels & Resorts Campaign Three spots

Inspiring Travel

Three travellers, three properties, and one answer to a hard question: how do you market seven hundred hotels that all want to stay themselves?

Play the film 1:35 See all three

The brief

How do you sell a brand that is 700 other brands?

Preferred Hotels & Resorts is a global network of more than 700 independently owned hotels and resorts. Every one of them has its own name, its own character, and its own idea of what a great stay looks like. That independence is the whole point of the brand, which is exactly what makes it hard to market. There is no flagship property to put on a poster and no house style to sell.

So we stopped trying to sell the hotels and told the story of the guests instead. The campaign follows three travellers and asks a simpler question about each of them: why do you travel, and why do you keep coming back to Preferred?

Three spots, three reasons. A couple who plan every trip around what they are going to eat. A solo traveller who goes alone on purpose. A couple chasing the trip they will still be talking about years later. Put them side by side and the network makes its own argument, which is the one we were hired to make: whoever you are and however you travel, there is a property in here that was built for you.

Client: Preferred Hotels & Resorts
Campaign: Inspiring Travel
Deliverables: Three commercial spots, cut for broadcast and digital
Properties: Banyan Tree Mayakoba, Cavallo Point, and Hotel Emma