Semi Precious Weapons performs a live and unplugged version of "Rock and Roll never looked so Beautiful" at the Hudson Hotel in NYC.
Morgans Hotel Group: Using music to create connections
Bringing younger travelers into hotels – even hip, boutique hotels – requires some way of building shared meaning with this important, but elusive demographic. For Morgans, we created a simple campaign – as an off-shoot of the RecessIsOn campaign – to more effectively connect with a younger audience through music.
Working with independent artists, the music producer Paul Heck and indie filmmaker Vincent Moon, we created a series of videos featuring popular musicians making music in Morgans hotel rooms. Each artist was given 2 days in the room with the filmmaker, during which time they were encouraged to have fun and make music. The key was that it was informal and creative; the videos were then released a special microsite (linked to the Morgans site) as well as through social networking communities and the artists themselves.
Services provided: strategy development, visual identity, partner identification & development, video production/management, website experience & design
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