So you’re being hounded to create a new brand mascot that can redefine the brand, attract young, savvy travelers and change the trajectory of your business? Here’s how to do that in 6 easy steps!
STEP 1:
Joke around in Slack with Jon Klein and Jake Fertig.
Because no one has more hotel savvy than a hotel bellboy named Bellboy, the living, breathing, talking Hotels.com bell.
STEP 2:
Work with Ben Bartels and Anne Sanguinetti to develop the concept and visual identity. Get out your markers and draw!
Illustrations by yours truly.
STEP 3:
Use AI to help make it real so Nick Burd and Drew Stalker (and all the execs above) will fall in love and buy it.
STEP 4:
Once it’s sold through and everyone is smiling and nodding, get some world-class puppeteers/directors, like Jonny & Will, involved.
Some producers like Erika Ruiz, Amy Kawahara and Lindsey Wood are important here too.
STEP 5:
Make it real! Put everything together with Daniel Paredes, Mike McCommon and Alyssa Georg.
Let Jake Fertig and Martha Lees go crazy writing jingles.
STEP 6:
Profit! Which also means driving like a billion impressions and 100% positive campaign sentiment and lifting overall bookings or something like that.
