Being a modern and extremely trendy hotel, citizenM was struggling to address the more traditional corporate customers who were more accustomed to staying in the Hilton or Marriot. citizenM needed an innovative way to showcase the hotel and why it was perfect for these apprehensive customers. What started as a workshop, where we delved into themes and features which were important for the target audience, along with how the citizenM brand needed to be expressed, the final product took inspiration from the “long take” in Goodfellas and a couple of Guy Ritchie movies. Our aim was to allow the Travel managers we were targeting, really experience the citizenM hotel first hand as closely as possible and still deliver them all the information they really cared about, but in the citizenM way.

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