Following its opening in 2010 at the corner of Hollywood and Vine in Los Angeles, sbe’s The Redbury became one of the trendiest boutique hotels in the city. Designed under the eye of acclaimed photographer and filmmaker Matthew Rolston, the 57-room property caters to creative individuals.
The Redbury brand is gearing up to launch a new hotel in Miami’s South Beach this fall, so to keep the buzz going, Rolston and the Redbury team decided to create a co-branded marketing campaign that puts a new music act from Australia front and center.
The hotel teamed up with Warner Bros. Music to find a popular band from Australia—the hotel’s number one feeder market—to create an integrated campaign around. The chosen band, The Rubens, filmed the music video for their single “The Best We Got” at the high-style hotel. The band will be launching a self-titled album on Sept. 10.
In a behind-the-scenes video (embedded above and directed by Sophie Turner), Rolston explains that this concept is a unique campaign that benefits everyone—the band, the hotel, and the record label—involved. “It’s something I feel points the way to the future of marketing and advertising,” he says, “where entertainment really is the medium.”
The campaign has already rolled out on the website for the Redbury and will be used in e-mail marketing and social media for the hotel and the band. It will also show up in paid ads on Facebook.
Robbie McKay, vice president of communications for sbe, explains that the creative marketing campaign gives The Redbury a chance to capture and relate to a targeted audience without blowing its budget.
You can check out the full music video over on YouTube.