NEXX MOTELS

How do you make a new generation reconsider a category they had already written off?

Client

Nexx Motels

Scope

Hospitality

Vertical

Hospitality · Travel · Cultural Marketing

Year

2025

02

The problem

The word motel came with baggage.

No matter how clean, safe, or stylish Nexx was, the category itself triggered outdated assumptions and low expectations.

That made perception the real barrier. Not awareness.

THE DIGITAL EXPERIENCE HAD TO —

01

Overcome the stigma attached to the motel category

02

Give younger audiences a reason to reconsider Nexx as a real option

03

Create a culturally relevant brand moment strong enough to reset expectations

02 · THE INSIGHT

If the audience is already chasing the moment, the brand needs to own where the moment lands.

Miami Music Week is not just a series of events. It is a citywide ritual built around spontaneity, nightlife, and the search for what happens next.

People were already looking for a nearby place to land after the party. The opportunity was to make Nexx feel like part of that experience instead of an afterthought to it.

BRAND PLATFORM

Let the After Party Begin.

03

The solution

We launched a fully integrated campaign that inserted Nexx directly into the culture surrounding Miami Music Week.

01

Built the campaign around bold, playful copy like “Where to? Nexx” and “Wrap Up Your Nexx Surprise”

02

Designed custom condom wrappers with QR codes that sent users to exclusive landing pages

03

Deployed a street team during Miami Music Week to distribute branded merch in the middle of the action

04

Ran targeted social campaigns before, during, and after the festivals to sustain momentum

05

Executed a high-visibility OOH strategy with billboards positioned for foot and vehicle traffic

06

Created a landing page experience designed to convert cultural attention into reservations

04

Launch direction

Meet the audience where impulse becomes action.

The campaign was designed to feel immediate, suggestive, and impossible to ignore.

Every touchpoint pushed the same idea: Nexx was not just nearby. It was part of the night.

01

Activated the brand in the physical environment of Miami Music Week, not just online

02

Used humor, innuendo, and nightlife energy to shift tone and break category expectations

03

Turned a short-term campaign into a platform the brand could continue to own

05

The outcome

The campaign did more than generate attention. It gave Nexx a new cultural position.

01

Drove a 2,000 percent increase in website traffic

02

Delivered a record-breaking number of reservations

03

Lifted social media mentions and engagement during the campaign window

04

Earned slogan recall in post-event surveys

05

Established Let the After Party Begin as an ownable brand platform

When perception is the problem, culture can be the fastest way to change the story.