Cook’s Club: Bohemian Style Hotel for Millennials.
With the ambitious launch of opening 8 hotels within a few months, it was crucial to swiftly establish the brand's tone and visual identity. As the Lead Creative in the marketing team, Joanna played a pivotal role in crafting the brand's communication style, both online across our owned and bought media channels, as well as in print layouts. She outlined the visual identity, language and crafted the social media strategies for Cook's Club, while also developing a unique color palette and grading concept to encapsulate the brand's distinct look and feel.
Marketing Strategy That Attracts Modern Millennials
Cook's Club caters to Millennials, prioritizing design, music, drinks, food, and affordability across various locations. Recognizing the need for a distinct marketing strategy, different from conventional hotel brands, we aimed to think creatively and break traditional molds.
To resonate with our target audience, we sought to infuse our marketing with creativity, transparency, honesty, and inspirational storytelling. Joanna led the effort to produce authentic, narrative-driven images and videos, bypassing overt sales tactics.
We decided to forgo professional models and instead recruit 'regular people,' past guests, and influencers to participate in the shoot. Rather than orchestrating staged scenes according to a strict schedule, we followed our 14 'models' as they enjoyed their vacation.
The result? Authentic images capturing genuine movement, laughter, and joy, fostering trust among viewers. Through these real moments, we were able to narrate stories of modern hedonist travelers expressing freedom and style.
Joanna curated a young crew, including an up-and-coming photographer and videographer who resonated with our target audience. To maintain authenticity, we opted against using a stylist or hair and makeup team. The shoot proved both successful and fun.
