Thesis: Blend Like A Local

Problem: THēsis is aiming to grow locally, and statewide. One of the areas they struggle with is brand awareness. Search engine results are low and hotel's social media presence is minimal in comparison to their competitors. Currently, THēsis advertising is primarily through word of mouth, website, and partnerships with the University of Miami.

Solution: We want guests to live their THēsis and enjoy a full Miami experience. Our main goals are to increase their amount of bookings and gain more brand recognition with new, local, and repeat guests. We want to create an environment where the community is highlighted. This can be achieved by increasing the popularity of THēsis’ restaurants, events, and social media and through new and repeat hotel stays.

Role: Production Assistant/Concept Team/Presenter of Campaign

Big Idea: Our big idea, “Blend Like a Local” invites the guest to “blend into” the Coral Gables lifestyle through our activations. Our goal is to assimilate the audience into the community through the lens of Thesis. We feel as though our advertisements are able to exude our big idea through visual, creative, and social media activations.

When staying at Thesis,  guests are given the opportunity to truly immerse themselves in the authentic culture of the community. Staying at Thesis distances guests from the commotion of crowds and tourist traps in Miami, while inversely introducing them to the hidden gems that locals love. This newfound positioning establishes THēsis as a unique community hub, as it provides genuine and personalized experiences to guests in ways that showcase the local community from an insider’s perspective.