Point A Hotels
Queensway group have been in hospitality for 40 years. Coinciding with the expansion of their hotel portfolio, they approached Founded with the task of building an entirely new brand for the fast growing budget hotel category.
Ethnographic research and interviews yielded the insight that when it comes to the budget category, it’s not the hotel people are interested in, but instead what they’ve come to do – their Point b. We created a brand architected around the promise of the hotel as a springboard; setting you up with all of the essentials for what you’ve come to do. This gave the brand a distinct and powerful role to play in a category that was saturated with functional messaging and failing to engage on an emotional level.
In just 8 months, we developed the brand strategy, name and identity and launched the brand with a suite of awareness & demand generation comms across ATL, PR, Social, PPC and CRM.
Point A Hotels: City Stories
To promote the launch of Point A Hotels, we created influencer series City Stories, to generate authentic third party endorsement, and increase reach.
Working with local influencers, these video shorts take inspiration from the insatiable appetite in travel editorial and search for ‘listicles’, to curate local Shoreditch and Glasgow hotspots into neat guides for visitors. From the best brunch spots for a lazy Sunday, to a map of the best happy hours within stumbling distance, City Stories assembles the best things to do within close proximity to Point A Hotels.
In total we created x 12 films, seeded across our influencer partner channels and social networks to a combined audience reach of 100,000.