Hospitality operator Solotel reckons we all could do with a laugh after the year it’s been and so is tapping into our love of hilariously awkward Christmas family photos for its new festive marketing campaign.
Developed with Monster Children Creative, the campaign heroes some of the most cringeworthy family Christmas shots they could get their hands on with the tagline ‘All I want for Christmas, is to go to the pub’. Of course, there’s an offer of free lunch at a Solotel venue for anyone who finds themselves featured.
A giant QR code, a nod to the all too familiar sight in hospitality venues nowadays, directs peoples to a purpose-built online booking platform to make it easy to search and book tailored drink and dine Christmas offers at 25 Solotel venues.
The multi-channel brand campaign launches with street posters as well as a CBD/inner west Sydney bus wrap and is supported with social media; email marketing, in-venue collateral; and public relations.
Rob Squillacioti, Solotel’s Group Marketing and Digital Director explains: “It’s been a pretty challenging year for everyone and so our brief was to give people a laugh. We think the Monster Children Creative guys have nailed our humour. Never before has real human connection been so important.
“Virtual drinks just do not cut it. With over 30 years of Australian hospitality experience, we love nothing more than bringing people together. And, while Covid certainly changes things a bit, this campaign is about reinforcing that our pubs, bars and restaurants are where people can connect with friends and family this festive season, obviously in a Covid safe environment.”
The Monster Children Creative was Solotel’s first choice as creative partner based on their proven track record with prior campaigns for the business.
“The guys at Monster Children Creative really get our target audience and most importantly, they know how to have a good laugh. They also work with our partners, they are culturally relevant and influential plus, we trust them implicitly,” says Squillacioti.
All 20 of Solotels pubs are hosting festivities. From the Public House Petersham, which have an Italian-style boozy long lunch and free flowing natty wine, to the Marly which challenges you and your mates or siblings to hot wing-mas. Then, The Clock, The Sheaf, Paddo Inn and Bank all have a bubbly Merry Spritzmas menu to work your way through and whet the Christmas whistle.
It is the first time that Solotel has incorporated both its pubs and restaurants into the one creative campaign. While pubs are the hero of this campaign, Solotel’s restaurants and bars are also getting in on the Christmas spirit. From Opera Bar’s seafood and champagne package for $49pp against a harbour backdrop to Goros’ Japanese-style ludicris-mas feast a Christmas feast at North Bondi Fish or Chiswick.
Creative: Monster Children Creative
PR agency: Tonic PR + Communications
Rob Squillacioti – Group Marketing and Digital Director
Danae Goiser – Special Projects Manager