Address Hotels + Resorts: Address Boulevard Launch Campaign, 2017

To launch Address Boulevard, the newest addition to the Address portfolio after several years, the team at Eleven777 dove deep into every facet of its architecture, interiors and core differentiators. Getting to know the soon-to-be-launched hotel intimately was paramount, from its contemporary aesthetics to its grand 72-storey stature. Researching floor plans, 3D renders and any information we could obtain, we began extrapolating our idea of the hotel’s visual essence, and the key messaging that would capture its ambitious and elegant spirit.

Key deliverables: Digital campaign, social media, print ads, collateral, launch video, outdoor advertising

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Our approach

Using a handful of keywords as our guide, namely “refinement, finesse and life-affirming experiences”, the first expressions of our ideas took the shape of mood boards – a pastiche of rare textures and materials, game-changing interior design, open skies and lush greenery, all of which were integral to the hotel concept, and its positioning as a ‘city lifestyle resort’. Across out-of-home advertising spaces, digital media, social platforms, print media, radio channels and video platforms, various thoughtfully developed creative expressions made an impact over a period of three months – a campaign worthy of one of the world’s tallest hotels.