Adult-only hospitality firm Warner Hotels is set to launch ‘A kid-free break’, a new brand campaign aiming to drive demand amongst both new and existing customers from Boxing Day.
Developed in partnership with creative agency NOW, the integrated campaign will celebrate the uniqueness of Warner Hotels’ adult-only platform with a gleefully playful creative.
Directed by Private Island’s Chris Boyle, the 60-second spot features a parallel universe where a Warner Hotel has been taken over by holidaying kids – who are struggling to enjoy the hotel’s adult-orientated services.
“For our new brand campaign launch, we wanted to create something with real stand-out. This new campaign is unlike anything we’ve done before,” Warner Hotels managing director, Simon Thompson said.
“We think the distinctive creative concept and dramatic execution will grab our audience’s attention and hopefully ensure they consider Warner when they plan their next UK break.”
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Running across TV and social media, the campaign’s media planning and buying was handled by WPP’s Mediacom.
NOW chief creative officer, Ben da Costa added: “I love my kids, but not other people’s when they’re kicking my plane seat. With families cooped up together, what better way to remind the adults that there is a place designed exclusively for them.
“An extreme imagining of what children at a Warner Hotel might be like. Thank you to our clients for going with us on this child-free rollercoaster.
He concluded: “Our ad is funny, surreal and over-the-top, but at its heart it’s a film which showcases the beautiful Warner Hotels properties and the premium experience they offer to adult holidaymakers.”
