Case Study: citizenM boosts U.S. awareness with KesselsKramer

CitizenM expands across 10+ US hotels with KesselsKramer

The customer, citizenM, a hotel group with a challenger mentality, faced low brand awareness in the United States despite having over a decade of experience and multiple properties. To support their shift in focus to the American market, they enlisted the vendor KesselsKramer to create a campaign that would introduce their unique approach to hotelling to a wider US audience.

KesselsKramer developed an awareness campaign that highlighted how citizenM disrupted the hotel industry with affordable luxury. The solution leveraged portraits shot from the pillow's perspective to position the brand as an antidote to traditional hotel chains. The campaign was executed across OOH, paid social, pre-roll, on-demand streaming, and print. While the case study does not specify quantitative results, the vendor KesselsKramer successfully delivered a multi-platform campaign to address the client's awareness challenge.

CitizenM