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NYX Hotel

BRAND NARRATIVE
2017 - 2019
534
ARTICLES IN TWO YEARS, OF WHICH 72 IN TIER 1 PUBLICATIONS
72
ARTICLES IN TIER 1 PUBLICATIONS
7%
INSTAGRAM ENGAGEMENT RATE (AVERAGE, 2018 AND 2019)

Heading in the right direction

Nyx Hotel
Context

Launched at the beginning of 2017, the newest of the Leonardo Hotels properties – needed to correct some early communication and positioning errors in order to convey its true identity and philosophy

Idea

Create a “menu” of unusual and contemporary experiences that customers could enjoy, and organize a festival (or “open day”) to attract the press and relate/narrate the hotel from a new perspective

Strategy

Propose a selection of unconventional experiences (an on-demand tattoo artist, room barber service barber, Milan street tour in a “Fiat “Cinquecento”, last minute hair-styling and make-up service, etc.); event organization, production, and communication