Independent Collection Hotels & Resorts Fall Campaign

Creative Direction

Credits

Copy - Mallory Gregson

This campaign reintroduced Independent Collection Hotels & Resorts with a bold, attitude-driven concept that broke away from predictable seasonal sale language and challenged travelers to rethink independent luxury. Grounded in insights that today’s luxury guest craves character over standardization, this built an insider, “if you know, you know” creative platform centered on curated, unrepeatable moments. The art direction used high-end, second-person imagery to create a voyeuristic sense of what guests missed: elevated design, standout culinary experiences, and details that savvy travelers already covet. The campaign delivered $1.9M in revenue, 5,815 room nights, and surpassed the previous year’s fall performance with +5% revenue and +20% room nights.