All about the locations
The Brief
Create a series of short videos to inspire a younger demographic on a budget, or corporate travelers to come to Edinburgh and choose hotels from The Edinburgh Collections portfolio, given their proximity to the city center and its local attractions.
These videos should highlight the hotel's facilities, location, and friendly staff, as well as capture the buzzing city and seasonal activities throughout the year. Giving a broad picture of not only the hotel, but everything that can be achieved in a day in Edinburgh.
APPROACH
We decided to focus on one hotel at a time as the guests of each hotel were vastly different. After assessing the demographics of the Haymarket Hub Hotel, we decided to hire someone who fit the corporate and young traveler appearance, following their journey from check-in to visiting Edinburgh. Highlighting the ease of access to public transport, the amenities available in and out of the hotel and remaining connected to the Haymarket Hub Hotel.
Results
As a result of the video campaign above, short-form videos were also created for social amplification to promote the availability of the Handy phones and direct access to the tram. It also created a drive for more lifestyle content, inviting guests to Edinburgh before they even set foot in the city. These initiatives doubled the number of followers of the Haymarket Hub social accounts over the year-long campaign. Placing Haymarket Hub Hotel at the top of the selection of budget hotels in Edinburgh.