Game Day at Graduate Hotels

The Challenge
Graduate Hotels wanted to grow brand awareness and drive bookings around football game days. Every Graduate location is deeply tied to the college town it’s in, and the campaign needed to show that each one is hyper local and specific to its community, its university, and its traditions.

The Idea
Instead of telling people each Graduate hotel is unique to each community, we went to find out what community means. I researched the most colorful and unique game day traditions across universities, then traveled to four campuses with a videographer to capture them. We talked with students, faculty, and alumni, letting the people who live these traditions tell us why they matter.

How It Came to Life
The videos ran on Graduate Hotels’ website, social channels, and email with multiple cutdowns and location-specific versioning.

My Role: Concept, research, and creative lead on location
Client: Graduate Hotels
Videographer & Editor: Colton Williams, Three Strikes Inc.