The Hoxton
The Hoxton asked us to bring the British hotel to Amsterdam and put it on the map once and for all. Instead of positioning The Hoxton in the local hotel market as another exclusive international hotel chain we positioned the brand as the first inclusive hot spot for locals. Giving Hoxton a unique trademark: it’s accessible for locals and attracts tourists for the ‘local’ experience.
To introduce this new hotel concept to Amsterdam, ensure local credibility and create maximum buzz around its arrival we didn't just create a launch event, but a launch week.
Local partners that we connected e.g: VICE, Kinfolk, Trendtablet, 22tracks, ELLE, I-D, Vondelgym, Halal, FRAME, Ton Ton Club and many more.
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For The Hoxton we created a strategy & brand position that focussed on the locals rather than tourists. Succesfully making The Hoxton the first hotel in Amsterdam that was locals-first.
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We extended our strategy into our launch concept. Creating a locals-only launch marathon.
During the course of one week the hotel opened its doors for 20 micro events hosted by forefront local brands from all different scenes of Amsterdam that partnered up with Hoxton. Doing so, every day the hotel got introduced to the local crowd by a new leading brand from a new community. By gathering all these different communities in the hotel during the course of one week the word spread like wildfire and the hotel immediately transformed into a hot spot. Instantly creating a local fanbase for The Hoxton by building upon the following of our launch partners. -
Local partners that we connected e.g: VICE, Kinfolk, Trendtablet, 22tracks, ELLE, I-D, Vondelgym, Halal, FRAME, Ton Ton Club and many more.
POSITIONING
Introducing the ‘open-house hotel’: inspired by the diversity & originality of the streets and scenes that surround it
Opening Concept
Launch Marathon. During the course of one week the hotel opened its doors for 20 micro events hosted by forefront local brands from all different scenes of Amsterdam that partnered up with Hoxton. Doing so, every day the hotel got introduced to the local crowd by a new leading brand in a new community. By gathering all these different communities in the hotel during the course of one week the word spread like wildfire and the hotel immediately transformed into a hot spot.
By the way
By the way, all events were fully booked, leaving lines of excited people waiting and The Hoxton has been on the map ever since.
