VIRGIN HOTELS

Campaign Production   ·   Line Producing   ·   Studio Management

When the travel industry stalled out at the start of the pandemic in 2020, Virgin Hotels was just heating up, launching new hotel properties in Nashville, Dallas, and New Orleans. To spread the word, we conceptualized a different kind of offer: A cure for the monotony of lockdown. The ultimate staycation. We met the moment and introduced a cast of characters as bold and irreverent as the brand itself.

CHARACTERS WELCOME

Virgin proudly welcomes the weird and the uninhibited. Even the most devilish among us deserve a little R&R, right? To entice an untapped, unconventional audience we developed an interactive campaign and city takeover in Nashville never attempted by the hotel chain, garnering unprecedented word-of-mouth and virality.

A woman in a black dress holding a wine glass, standing next to a pool table with billiard balls, with a man playing pool in a trendy indoor setting, and a woman in a patterned dress on the staircase in the background.
A woman and a man are sitting together, both wearing large fruit and flower headdresses. The woman is holding a small spoon, and the man is holding a small fork. The background features lush green foliage and vibrant flowers.
Billboard advertisement for Virgin Hotels Nashville featuring a person looking into a mirror at their reflection, with a woman applying makeup. The text reads, 'BE THE FIRST TO OUT-VANITY OUR VANITY MIRROR,' and 'VIRGIN HOTELS NASHVILLE NOW OPEN.'
A woman in red wide-leg pants and a floral sheer blouse holding a large white dog with a red bandana. She is in a hotel reception area with a wooden wall background and musical instruments hanging on the wall. Two hotel staff members behind the count
Red background with white Virgin Hotels logo in the center.
Two women relax on red floatation devices in a pool, one in a green shirt with sunglasses and holding an orange fan, the other in a blue bikini with a floral cover-up and sunglasses.
A collage of four promotional posters for Virgin Hotels Nashville, each with a red background and white text promoting hotel amenities, featuring women in various settings like a bedroom, poolside, vanity mirror, and living room.
An older man dressed as Santa Claus in a festive setting, holding a blue cocktail decorated with a lemon slice and mint, pulling down his glasses and looking directly at the camera.
Three people sitting at a dinner table in a dimly lit restaurant, with plates of food and drinks.
Person with legs in a bubble bath, wearing red cowboy boots with glitter, leaning against the side of the tub, with soap bubbles on their legs and a patterned wall in the background.

MEET THE HEDONISTA

Our follow-up campaign was a siren call for the cooped up masses to finally let loose. We needed the ultimate totem of debauchery. Enter: The Hedonista.

CONNECTING WITH LOCALS

We targeted local Nashville staycationers, enticing curious prospects with discounts and premium room upgrades.

NAUGHTY NICE

NAUGHTY NICE

For Virgin’s holiday promotion, all of the Naughties made Santa’s the Nice list. But this Clause isn’t your Grandmother’s Kris Kringle…

CREDITS

  • Campaign Producer, Line Producer, Studio Lead / Moi 🙋‍♂️
    Creative Directors / Dan Lucey, Bryce Anderson
    Accounts / Katie Persichilli
    Editor / Oliver Rivard
    Editorial / In-House @Joan Studios

  • Director / Blaise Cepis
    Production Co / Pepper Artists