Axel Hotels, the first hotel brand focused exclusively on the LGBTQ+ community, launched their “Unleash all of you” campaign for its first and only American property, AxelBeach Miami. The campaign aims to make a deeper connection with the local South Florida community, while positioning the hotel as a fun local adult playground; instead of just a place for tourists to spend the night.
“We opened our Miami Beach location right before the pandemic started, so we haven’t had a chance to really connect with our community. Our brand is very well known in Europe, but we’re just recently entered the American market,” said Silvia Pérez Viñolas, Axel Hotel’s Marketing & Communications Director. “That’s why we decided to create this brand awareness campaign so that our locals know they have a safe space to socialize, relax, have fun, be who they want to be, and unleash it all. This is what our hotels have become for our community in the rest of the world and what we want for our first American location while staying true to the local culture.”
This campaign takes the rare opportunity extra to show local gay people in two side-by-side situations: one is a colorless, generic, boring scenario that gets transformed into a colorful, fun, and vibrant situation when AxelBeach Miami’s Unleash all of you headline tears right through the middle. The subhead “More Than a Hotel, Your Local Playground” lets people know there’s far more to do than just spending the night. And the body copy talks about that duality of the visuals and how people can unleash and forget about their monotonous routine at AxelBeach Miami. The campaign beacons locals to check in, be their authentic selves, and make their stay at the AxelBeach Miami whatever they want it to be.
“Our brand’s personality is fun, sexy, and sassy but inclusive and open to all. This campaign perfectly embodies those traits and welcomes everyone to have fun inside the hotel, whether by enjoying our amenities, having a delicious meal at our restaurant, or hanging out with their friends over drinks at our SkyBar,” said Adrián Domínguez, AxelBeach Miami’s Manager.
The marketing plan also includes a series of weekly, biweekly, and monthly events, as well as strategic alliances with LGBTQIA+ events and organizations, and marketing tactics designed to increase traffic to the hotel and offer the community an alternative to the city’s existing offer.
Some of the weekly events include a social happy hour to kick off the weekend on Fridays called Foreplay, a poolside party on Sundays called Cool It Down, and the comeback of a Miami classic, the Martini Tuesdays.
“These events will be a great addition to the city’s social calendar and a great opportunity for people to hang out at our beautiful South Beach hotel and for locals to meet out-of-towners and make new friends,” said Silvia Pérez.
Plan your LGBTQ+-friendly staycation or vacation at the AxelBeach Miami Hotel now and click HERE to visit their website and book your fun-filled getaway!
***This story originally appeared on our sister site Vacationer.