CLOSING THE DIVIDE

Hotels.com

Our task was to build brand love for hotels.com by aligning them with the mindset of sustainable and socially conscious millennials.

In many parts of the world, you can find nice hotels sitting on the opposite side of the street to slums, with the country’s poorest not even having access to the internet. This means they can’t take advantage of its valuable services, including resources for health, jobs, local news and communication.

We will find a hotel that backs up to a slum or impoverished district, and offer to extend their wifi zone using a branded wifi booster. We pay for the usage for a year, and, through emotive content, follow the effect it has on those who can suddenly access a world of information and opportunity. As the founders of this initiative, we simply introduce it to the world and get the ball rolling, encouraging other hotels to pick it up too.

We will use travel bloggers to share our content and open up the discussion on disparity between rich and poor on social channels.


ROLE
Concept (in development).