Sounds Of the cityAn ASMR-Led Spring Campaign
Context
For the Spring campaign at Hyatt Centric Dublin, our team developed Sounds of the City, a concept designed to position the hotel as deeply connected to the Liberties neighbourhood rather than separate from it.
Following the initial team brainstorm, I took responsibility for translating the idea into a fully realised campaign. I organised the video production, recorded original footage and sound effects, and edited the complete hero film along with all supporting campaign assets.
Dublin’s hospitality market is highly competitive, with many hotels promoting similar polished, tourism-focused visuals.
The challenge was to create a campaign that felt authentic, immersive, and distinctive, one that highlighted the hotel’s cultural surroundings while appealing to modern, experience-led travellers.
We wanted to:
Differentiate the hotel through storytelling rather than amenities
Capture the real rhythm of the Liberties
Build a sensory narrative that felt contemporary and platform-ready
Challenge
Sounds of the City established a distinctive sensory identity for the hotel and strengthened its positioning as an authentically local, culturally connected destination.
The campaign extended beyond marketing into in-hotel activations, including themed cocktails and neighbourhood guides, helping turn the creative concept into a tangible guest experience.
