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school of thought 2026:
gold 79 x imperial hotels
Created during Week One of Sot 2026, this work was my response to the Gold 79 brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
Scheduled to open in Summer 2026, The Imperial, Bloomsbury is set to become one of London’s most sought-after lifestyle stays.
The challenge was to create a campaign that will boost awareness of the hotel and it’s proposition and get people talking in the run up to the opening.
THE SMP:
“Perfectly Placed for Discovery”
THE insight:
Guests are increasingly willing to pay more for a stay that feels personal, especially when travelling for a special occasion or rare getaway.
Personalisation is becoming an expected part of the travel experience, with 76% of hoteliers agreeing it boosts reputation and repeat business (Deloitte, 24).
At the same time, 87% of guests say they are willing to spend on extras, showing a clear opportunity to turn simple upgrades into more meaningful, memorable moments. (SiteMinder, 25)
THE idea:
‘The stay that stays with you’
During the booking process, The Imperial London can introduce an upsell offering of ultra-personalised packages, redefining what it means to be a VIP. For guests booking ahead for special trips or infrequent getaways, an optional tiered service can be added during the booking process, inviting them to complete a short pre-stay personalisation questionnaire. This information can then be used to create a thoughtful, hyper-personalised stay that feels meaningful, considered and memorable.
By looking at the most commonly stolen hotel items such as towels, robes, toiletries and more - The Imperial can uncover what guests value most, then transform these amenities into elevated keepsakes through embroidery, engraving, print or other personal touches.
Guests are free to take these meaningful mementos home,
extending the experience beyond check-out and keeping The Imperial present in their lives, homes and conversations
long after their stay.
