MUSE Gold

United States

2021

Bread & Breakfast

Entrant Company

Trigger(House

Category

Experiential & Immersive

Client's Name

Hotels.com

Sub-Category

Promotions & Stunts

CHALLENGE: Design and produce an exclusive bookable hotel room experience dressed in all things CARBS. This ultimate bread sanctuary should be a gluten mecca, inspired by everyone’s favorite “bad” food. APPROACH: In collaboration with ICF Next, Trigger(House transformed a modern 450’ hotel suite at NYC’s Refinery Hotel into a carb-lover’s heaven. This small space was bursting with carb-inspired decor and real food moments throughout. From doughnut & bagel walls to a pastry cabinet stockpiled with an assortment of delectable pastries to a custom belt-bustin' room service menu, this carb-infused wonderland was sure to satisfy any craving. Designed with all the perks of hotel life in mind, guests could not only indulge in a variety of glutenous treats, but also receive traditional hotel amenities such as robes, slippers, toiletries—all complementary and themed with a bready twist! RESULTS: Within a week of launching, media outlets such as Thrillist, Apartment Therapy, Travel + Leisure, and People posted articles on the bookable ‘carb-centric’ room. The program generated over 1.3B+ earned media impressions across online, broadcast, and social media platforms.

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