Citizen M Hotels
Objective: Raise awareness of the brand’s compact and inexpensive rooms.
Insight: Travelers spend most of their time outside hotel rooms.
Approach: More hotel room space than you need is a waste of money.
Commercial
Copy: More is less. We cut the excess so you can have more fun,
Copy: One size fits all? Book a room that is just right for your next adventure.
Copy: Don't pay to overindulge. Use the cash you save on room size to go see the sights.
Copy: Oversized is so passé. We cut the excess so you have more cash for fun.
Experiential
An event where we underscore that too much is not a good thing with an extra high basketball hoop. Make a free throw to win prizes.
Art Design: Michele Aed