Hotel Indigo El Paso: The Fifth story

L = Executive Creative Director

This content marketing campaign was developed to establish Hotel Indigo El Paso as the authority on El Paso culture. The hotel owners did a beautiful job integrating art, design, music, food and personal touches that were highly authentic to El Paso, yet elevated to such an extent that many locals didn’t even recognize the source of the inspiration — in a good way! Our nod to that sentiment was the campaign slogan “The New Authentic El Paso.” This content home is still a work in progress. The intent is to grow it over time, so as to tell the entire Hotel Indigo El Paso story, piece by piece.

All content lives on the content home, called “The Fifth Story” — a reference to the fifth floor of the hotel where travelers must check in. It’s also where the hotel bar, Circa 1963, is located. The fifth floor is truly the nucleus of this hotel where all the “stories” begin. All content was distributed via social media and email from thefifthstory.com.

We launched this campaign off with cocktail how-to videos that feature Circa 1963’s popular and talented mixologists. Each mixologist was asked to create their own unique cocktails inspired by local culture and ingredients. These how-to videos were also brought to life as a series of events hosted at Circa 1963. There, participants could enjoy hands-on cocktail making lessons with the mixologists themselves. A deeper understanding of the inspiration behind each cocktail was divulged as well.  

We also created informative articles inspired by El Paso culture and events. Please view the videos and articles at thefifthstory.com

VIDEO CONTENT created for thefifthstory.com

SOCIAL MEDIA Teaser VIDEOS

To drive our audience to the website content, we posted teaser videos on Facebook, Instagram, Instagram Stories and Twitter.

SAMPLE EMAIL AND PRINT AD USED TO PROMOTE THE CONTENT