A hotel launch starts long before the doors open. And it does not end when they do.
For Canopy Bangkok Sukhumvit, the first Canopy by Hilton in Southeast Asia, YMM developed the Brand launch strategy from market research and brand definition to pre-opening anticipation, the reveal itself and the ongoing push that followed.
It started with the foundation: market research, strategic workshops, competitor analysis, audience definition, brand positioning, voice, messaging and signature experiences.
Before opening, we built curiosity.
A teaser campaign rooted in the streets and layers of Asoke introduced the neighborhood before revealing the hotel, bringing the Canopy philosophy to life from the very first touchpoint.
At opening, we shifted from discovery to experience.
The hotel was revealed through a connected launch strategy spanning social media, event concepts, visual direction, content production and paid media.
Post-opening, the story kept moving.
An ongoing social and marketing platform was developed to turn launch attention into long-term relevance, keeping Canopy connected to its neighborhood, its community and the people discovering Bangkok through it.
From market research and strategy to teaser, reveal and beyond, every stage was built as part of one connected story.
Full case study now on youmakeme.com.
