Citymax Hotels
Citymax Hotels
A 30-day Ramadan activation across seven hotels that took the brand out of its properties and into the communities around them.
It was not the largest commercial campaign delivered during this period. It was one of the most meaningful.
A 30-day Ramadan activation across seven hotels that took the brand out of its properties and into the communities around them.
It was not the largest commercial campaign delivered during this period. It was one of the most meaningful.
The brief was visibility. The answer was usefulness.
The brief was visibility. The answer was usefulness.
Ramadan is one of the busiest periods in the hospitality calendar. Brands compete for attention with offers, campaigns and seasonal messaging.
Citymax had another option: use its hotel network to do something useful for the people moving through the city every day.
Ramadan is one of the busiest periods in the hospitality calendar. Brands compete for attention with offers, campaigns and seasonal messaging.
Citymax had another option: use its hotel network to do something useful for the people moving through the city every day.
Role - Campaign & PR Strategy
Year - 2023
Scope - PR strategy, Brand activation,
Community engagement, Partnerships,
Multi-site coordination
Business challenge
Business challenge
Ramadan did not need another promotion.
Citymax wanted a stronger presence during the month, but another hotel offer would have been easy to ignore.
Around each property were people who interacted with the neighbourhood every day without ever becoming hotel guests delivery riders, commuters and local residents.
The opportunity was to make Citymax visible to them for a better reason.
Not by asking for attention.
By giving something first.
Ramadan did not need another promotion.
Citymax wanted a stronger presence during the month, but another hotel offer would have been easy to ignore.
Around each property were people who interacted with the neighbourhood every day without ever becoming hotel guests delivery riders, commuters and local residents.
The opportunity was to make Citymax visible to them for a better reason.
Not by asking for attention.
By giving something first.
Objective
Objective
Make the hotels useful to the communities around them.
The idea had to be simple enough to run every day, strong enough to work across seven locations and genuine enough that the story did not need to be manufactured afterwards.
If the activation was worth talking about, the PR would follow.
Make the hotels useful to the communities around them.
The idea had to be simple enough to run every day, strong enough to work across seven locations and genuine enough that the story did not need to be manufactured afterwards.
If the activation was worth talking about, the PR would follow.
What we did
What we did
Seven hotels became seven points of giving.
For 30 days, each Citymax hotel distributed 250 packs a day containing water and cold drinks to delivery drivers and people around nearby transport points. The hotel network became the distribution network. Citymax also partnered with UAE Food Bank to support Iftar food distribution, extending the activation beyond the hotels themselves.
The work covered campaign and PR strategy, partnership development, multi-property coordination and the connection back to the wider Citymax brand.
The principle was simple:
Do something worth talking about before asking people to talk about it.
Seven hotels became seven points of giving.
For 30 days, each Citymax hotel distributed 250 packs a day containing water and cold drinks to delivery drivers and people around nearby transport points. The hotel network became the distribution network. Citymax also partnered with UAE Food Bank to support Iftar food distribution, extending the activation beyond the hotels themselves.
The work covered campaign and PR strategy, partnership development, multi-property coordination and the connection back to the wider Citymax brand.
The principle was simple:
Do something worth talking about before asking people to talk about it.
Outcome
Outcome
Not every result worth remembering is revenue.
Across seven hotels and 30 days, 52,500 packs were distributed.
The scale mattered, but so did what the number represented: thousands of everyday interactions with people who were part of the communities surrounding the hotels. The activation gave Citymax visibility without asking for attention first. The brand earned its place in the Ramadan conversation by being useful.
The act became the campaign.
Not every result worth remembering is revenue.
Across seven hotels and 30 days, 52,500 packs were distributed.
The scale mattered, but so did what the number represented: thousands of everyday interactions with people who were part of the communities surrounding the hotels. The activation gave Citymax visibility without asking for attention first. The brand earned its place in the Ramadan conversation by being useful.
The act became the campaign.
Attribution
Attribution
Led client-side across campaign strategy, partnerships and multi-property delivery, working with hotel teams and
community partners.
Led client-side across campaign strategy, partnerships and multi-property delivery, working with hotel teams and community partners.
Start a conversation
Start a conversation
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Start with the job in front of you.
Tell us what you’re working on, what it needs to achieve and where you need support.
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