Sleep Inn by Choice Hotels 2024

5-Part Branded Video Campaign

Scenic Dreams™

After years of research, strategy, design, and brand alignment, Sleep Inn has brought a new prototype for their community to market: Scenic Dreams™. The mission of Scenic Dreams™ is to engage with the customer base, workforce, and ownership to bring guests into spaces that inspire and motivate while still capturing a sense of calm and restful comfort. To launch Scenic Dreams™, Sleep Inn aspired to create a five-part video series highlighting the new prototype, the background inspiration, and adoption stories. This series was used in several placements, including the 2024 Choice Hotels Convention. We oversaw all preproduction, production, and post-production efforts.

In collaboration with the Sleep Inn brand management team, we established the look and feel for the videos by aligning them with the new Scenic Dreams™ prototype. The Scenic Dreams™ stylistic choices guaranteed a branded consistency throughout all five video inserts. Colors, typography, and logo treatments were carefully considered. Other preproduction efforts included location scouting, discovery calls, shot lists, storyboards, production schedules, and interview prep. Our crew traveled to Charleston, WV, and Round Rock, TX, to film two Sleep Inn locations adopting the new Scenic Dreams™ prototype. Strategically, it was decided to showcase the success stories of these two locations for the interest of stakeholders attending the convention. In WV, we gathered the b-roll of the new prototype room and interviewed the owner and staff members, producing a story that spoke on the need for the hotel's renovation. We also interviewed the first guest to stay in the updated room. Specifically, the guest's video was used as the opener for the brand session, creating a sense of inspiration and relating directly to the prototype's appeal.

The shoot in TX was completed in two full days of production. With the help of Sleep Inn's brand team, our crew designed the set and oversaw all on-site production efforts. We interviewed the owner, hotel staff, and Choice executives to speak on behalf of the prototype's interest. Like the WV video, the TX video highlighted the prototype's positive impact on the adopting hotel. During the second day of filming in TX, we covered a cocktail event that revealed the prototype room to executives and stakeholders. We then produced a video of the event, highlighting genuine reactions from Choice executives. Combining footage of the prototype rooms from both locations, our fifth and final video captured the detailed design decisions, essentially becoming a visual video portfolio to promote the new prototype. We collaborated with another media agency for the convention to ensure all final file formats were configured correctly for the presentation inserts. Overall, the videos were well-received and successfully appealed to the stakeholders looking to invest in Scenic Dreams™.