Case Study: citizenM amplifies Miami Sunshine Appeal with KesselsKramer

CitizenM promotes 3 Miami hotels with KesselsKramer

The customer, citizenM, faced the challenge of promoting its third hotel in Miami, specifically on South Beach, without cannibalizing its two existing properties. The goal was to effectively market all three locations and attract guests from key markets to the Florida destination. The vendor, KesselsKramer, was engaged to develop a creative solution.

KesselsKramer's solution was to build a campaign around the unifying element of sunshine. They utilized cyanotype printing, a technique that uses the sun's rays to create images, to produce outdoor advertisements featuring local influencers. This was complemented by a series of artful videos designed to amplify positive feelings associated with sunshine. The vendor executed this campaign with boat-based out-of-home (OOH) advertising around South Beach to draw attention to the new opening.

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