Client: Loews

Project: Campaign Development, Copywriting

Year: 2014

The Room You Need

Nobody knew what to think about Loews Hotels. It was upscale, but it wasn’t Four Seasons. It was down to Earth, but it certainly wasn’t the W. It occupied a sort of middle ground that needed an identity unto itself.

We told consumers that Loews’ relaxed, reliable service was the perfect place to embrace their “Travel You”: that version of ourselves that eats more, drinks more, lives more, or simply does more (or perhaps a lot less) when we travel. We tagged it “The Room You Need.”