Hotel brand Le Meridien targets the creative class of travelers and turned to Plus to create an engaging web series to position the hotel brand as the starting point for cultural experiences through the lens of Destination Unlocked.
We traveled to four iconic destinations to document a journey through flavors. From San Francisco to New Orleans, the Cote D’Azur to New Delhi, Plus went on a culinary adventure with celebrity pastry chef Johnny Iuzzuni as he unlocked each destination to create a locally inspired éclair recipe.
Bringing to life the brand’s pillars of “culture, cuisine and coordinates” we crafted The Eclair Diaries. Built on four ingredients: an influencer, discovery, inspiration and creation the result was a successful web series that engaged viewers at different touch points; You Tube, Instagram, Facebook, Twitter, Pinterest, Tumblr and a Microsite.
The series helped to raise brand awareness, sparked participation and shared Le Meridien’s brand culture and values.