Virgin Hotels Heads to Chicago Campaign-Ready

Supporting the debut, the brand has rolled out a series of six animated videos based on cleverly-written online reviews from guests

Hospitality group, Virgin Hotels, has launched its pilot property in Chicago to coincide with its first-year anniversary. The corresponding push is led by online reviews from guests who have been taking to the digital sphere to rave about their experiences over the past year.

According to the brand, the testimonials were so cleverly delivered that each eloquently tapped into the hotel’s features. The encouraging feedback inspired Virgin to bring the very appraisals to life through a series of witty animated clips which debut this week.

Featuring six videos, one of campaign’s commercials titled PKeenan commends the smart design of the chambers, while another, themed Eye of the Dog, highlights the hotel’s pet-friendly amenities from a canine’s perspective. The first video, If These Walls Could Talk, has debuted via the brand’s website and social media channels.

The rest are set to follow suit beginning 19 January 2016 and promise a strong presence across YouTube, Facebook, Twitter, Instagram as well as Sir Richard Branson’s own platforms. Virgin Hotels is scheduled to release two installations per week through the end of the month.

“Very quickly after we opened, the guest reviews starting pouring in, which was very exciting to us. As we read them, we realised they were not only super positive and witty, but also highlighted the pain points of travel that we had set out to alleviate for our guests,” said Doug Carrillo, VP of Sales & Marketing at Virgin Hotels.

Created by creative agency partner, One Trick Pony, the series rolls out on the back of the marque’s popular animated video, dubbed Brilliant, which it released before the property’s grand opening. Themed events will soon debut on its rooftop bar, Cerise, in conjunction with the brand’s anniversary celebrations.

Nashville, Dallas, and New York are next in line. Meanwhile, Virgin continues to explore properties in cities including Boston, Los Angeles, Miami, Austin, Seattle, San Francisco, Washington DC, and London—locations where it is pursuing hotel and office conversions and ground-up development.