In a bold leap from classic to contemporary, CitizenM introduces a new era in hotelling with the captivating campaign titled ‘A New Renaissance in Hotelling.’ Crafted by the innovative minds at KesselsKramer London, this campaign sets the stage for a fresh perspective on hospitality, blending the timeless essence of Rome with the modern amenities of CitizenM hotels.
To visually embody this transition, the campaign takes a unique approach. Digital marble busts, reminiscent of classical sculptures, showcase citizens of Rome engaged in various modern pursuits. From performing and cooking to crafting, designing, and composing, these dynamic representations serve as a symbolic bridge between the old and the new. Each sculpture rotates 360 degrees, offering a mesmerizing juxtaposition of traditional and contemporary worlds.
The five local citizens featured in the campaign embody the evolving face of modern Rome. Their activities represent the vibrant and diverse aspects of the city’s cultural landscape. Alongside these digital marvels, additional sculptures depict CitizenM’s interpretation of contemporary hotels, complete with cultural nods like a Vespa helmet and the quintessential espresso moment.
The campaign’s initial teasers on social media cleverly featured snoring and reclining marble statues, humorously pointing out the arrival of the new location. The culmination of this creative venture unfolded in an extensive out-of-home campaign across key Italian cities. The highlight, however, was a five-story building exhibition, transforming the new hotel into a colossal billboard that showcased the fusion of classical aesthetics and modern hospitality.
The ‘A New Renaissance in Hotelling’ campaign encapsulates the essence of CitizenM’s evolution. Stepping away from the ancient hotel experience, the brand introduces a contemporary vision – a world where guests can enjoy the world’s best sleep, immerse themselves in art-filled living rooms, and savor rooftop cocktails with a view. It’s an invitation to sleep like a statue and unwind like an emperor.
Published in Italy, Netherlands, and the United Kingdom in November 2023, this campaign not only marks the arrival of a new CitizenM location but also signifies a transformative approach to the hospitality and tourism industry. By seamlessly blending the classic and the modern, CitizenM sets the stage for a renaissance in hotelling, inviting travelers to embrace a stay that harmonizes the richness of history with the comforts of the present.
