​HotelTonight plans less and lives more​

The confident and savvy HotelTonight customer takes centre stage with an awareness campaign helmed by director Iain MacKenzie of Madre, and created by Our Man In Havana. 

The campaign for the relentlessly unique online travel agency (OTA) seeks to highlight the amazing benefits of the HotelTonight app and the distinctive travellers it empowers.

With a ruling spirit of "plan less and live more," the campaign delivers a fun, over-the-top depiction of the type of traveler who might use HotelTonight: those who travel like true pros, maintain high standards, and are not intimidated by booking last minute.

The two fifteen-second films, Best In Show and Tanning Goggles, are as sophisticated as they are whimsical. Borrowing from Wes Anderson's framing techniques, the films' stylish characters are well choreographed and sure of themselves, as is MacKenzie's camera work. In Best in Show, a sharp, retro-styled man zips along in his Vespa with his prize-winning Afghan Hound riding in the sidecar while an erudite British voiceover points out, "Greatness deserves greatness." 

The same narrator is present for Tanning Goggles, where an austere and stylish woman walks through a boutique hotel where she unpacks a large trunk suitcase that contains a singular pair of tanning goggles, ending with the line "overpacking is a sign of weakness." 

On the development of the concept, Creative Director, Sylve Rosen-Bernstein said “HotelTonight is a different breed of OTA designed for a different breed of traveler, one who is a bit more astute, more confident and more sophisticated than the rest. With these spots we set out to articulate quirky, exaggerated versions of these travellers to demonstrate the aspirational attitude of the app’s target user.”