James Hotels: Launch Campaign

The James is a new series of urban resort hotels that offer "luxury liberated": high-end extras without the pretense. Launching in Chicago, the hotels provide a techno-oasis, with WiFi throughout the property, 42-inch plasma TVs in every room, and smart design touches in every lounge and relaxation pool.

To introduce James, we introduced "James": a mysterious character whose sense of style and love of technology pervade the hotel. Is James "Dean"? Is James "Bond"? Yes. A series of print ads offered cheeky hints, catering to tourists, business travelers, and urban adventurers.

Role: Concepting and copywriting
Client: James Hotels
Agency: Emma Design Studio