Date: 2025
Client: Graduate Hotels by hilton
Agency: Saylor
My Role: Senior copywriter
Project: "Where We Rally" Graduate Hotels By Hilton
Situation: Graduate Hotels, a unique brand within the Hilton portfolio, needed a social media campaign that would capture its distinct spirit. The challenge was to move beyond showcasing hotel rooms and amenities and instead tap into the powerful, universal emotion tied to collegiate life—the energy, nostalgia, and sense of homecoming that defines the brand.
Task: As the Creative Director and Copywriter, I was tasked with envisioning the core creative concept and narrative that would serve as the foundation for a major influencer-led campaign. My mission was to create a powerful story that would align both the agency and the client and, most importantly, inspire creators to share authentic, moving content that resonated on a deeply personal level.
Action: I developed the central creative platform for the campaign: "Where We Rally." This concept was designed to be the unifying thread for the entire initiative.
Conceptualized the Core Idea: I created the "Where We Rally" theme to tap into a universal feeling: the excitement and nostalgia of heading #backtoschool. The narrative I developed celebrated the pivotal experiences that shape us, focusing on stories of reconnecting with loved ones in destinations that feel like a true homecoming.
Crafted the Campaign Manifesto: I wrote the foundational narrative and manifesto for the campaign. This document was crucial in aligning all stakeholders—from the internal agency teams to the Graduate Hotels and Hilton clients—around a single, powerful vision.
Inspired Authentic Storytelling: The manifesto served as a creative springboard for the influencers. Rather than providing a rigid script, it empowered them to explore their own genuine stories of friendship, family, and personal growth, using the unique, campus-inspired world of Graduate Hotels as the authentic backdrop for their content.
Result: The "Where We Rally" campaign successfully established a strong emotional identity for Graduate Hotels on social media. The core narrative I created became the guiding light for the campaign, enabling creators to produce a wave of authentic, engaging content that went far beyond a typical hotel feature. The campaign resonated deeply with audiences, sparking conversations around nostalgia and connection, and successfully positioned Graduate Hotels as not just a place to stay, but a destination to relive and create cherished memories.
Reflection: This was a fantastic challenge in building a narrative that enabled creators to authentically share their own stories of friendship, family, and growth. It demonstrated how a strong central idea can empower influencers to do their best work, all within the unique, campus-inspired world of Graduate Hotels.
