The hospitality chain was formerly known as Merlin Hotels & Resorts, and they had various kinds of hotels in cities and resorts.
As per the usual with some of my best work (well, I do like this series of ads), another agency got the account and these thumbnails remain for me to gloat about as great ideas that were never realised.
My strategy was to create anticipation via suggestive and evocative headlines. Stir the kind of excitement in a reader's imagination as if they were about to embark on a trip, or arrive at a destination.
It was about creating a feeling for a place that is almost palpable even though you hadn't been there yet.
Isn't that the excitement and anticipation of travel?
Do you think it works here?
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