St Giles Hotels, in partnership with its creative agency Piranha NYC, crafted and launched the “GO SOLO. GO ST GILES” campaign to engage solo travellers and inspire wanderlusters dreaming of travelling alone to stop being apprehensive and just Go Solo.
Creative Agency - Piranha NYC
North America - Laura Hall, Hall Communications
Australia - Peter Hook, Hook Communications
United Kingdom - Talker Tailor
Dedicated Microsite featuring inspiring content written by solo travellers for solo travellers. Articles from how to embrace solo travel to guides to exploring the six St Giles’ cities - New York, Kuala Lumpur, London, Manila, Penang and Sydney.
Three short humorous campaign videos to inspire viewers to Go Solo, Go St Giles:
Video 1: Dad dreaming of surfing in Sydney but with a young family, he has to content himself with surfing on the couch with his two kids bringing the feel of waves via spray bottle.
Video 2: Foodie Mom whose passion for Penang cuisine is not shared by her husband and son.
Video 3: Broadway enthusiast, yearning to go to New York but her partner does not share her NYC wanderlusts and blocks out her hints.
Solo Traveller Deals
A selection of hotels from St Giles’ portfolio extended deals exclusive to solo travellers with savings of up to 20% off room rates along with special amenities and services designed to speak to the needs and wants of a solo traveler, while inspiring them to explore the city.
Execution (St Giles Solo Guest Programme)
Once a solo traveler booked the GOSOLO package, a dedicated solo concierge contacted the guest prior to arrival, inviting them to enjoy St Giles’ Pre-Arrival Solo Concierge Service. This included learning about the traveler’s plans for their trip, which informed the tailored welcome pack. The solo concierge was the guest’s main point of contact during their stay and was at their service to enhance the solo travel experience
Solo Travel Guests Welcome Gift
GO SOLO guests welcome package included:
Custom backpack featuring straps designed by St Giles’ Artist in Residence and renowned London street artist, Pegasus. Limited offer, first 100 guests.
Curated information tailored to guest’s desired solo travel experience in response to Pre-Arrival Concierge questionnaire.
Launched: February 2018
Media Coverage Summary:
Total Print Media Impressions: 4.7 million
Total Digital Media Impressions: 24.7 million
Campaign Video Views:
250K+ Video views across YouTube, Facebook, and Instagram