I had made it to the final round of interviews for a luxury lodge in the Canadian Rockies. During that process, I developed a campaign idea. While I wasn’t selected for that particular role, I decided to take the concept further and bring it fully to life!

This speculative campaign explores a simple belief:
Luxury isn’t found in things. It’s found in experiences that stay with you.
The idea was to shift hospitality marketing away from selling amenities alone, and instead sell the memories guests can make through them.
Mountain sunrises. Nordic spa rituals. Fireside conversations. Wine in bed on a girls trip. Moments far away from your phone that feel richer because you were fully there.

From a strategy perspective, the campaign aims to do three things:
- Reframe resort amenities through emotional storytelling.
- Set guest expectations by helping people imagine the moments available to them before they arrive.
- Extend the guest experience beyond the stay to drive memory, advocacy, and organic sharing.

I wanted to push this concept as far as I could, so I built out an integrated campaign system that includes digital, paid media, email marketing, physical touch points, signage, keepsakes guests can bring home, and an influencer partnership strategy.

I genuinely had a lot of fun with this project and I think it combines my creative and strategic skills very well. A piece of feedback I was given was to focus on campaign specific work, and I am grateful for that feedback because I can showcase things like this that really display the spirit of who I am as a creative and a strategist.