The July
Commercial Campaign Playbook

Your stay, your story

Campaign Stategy, Visual Direction, Creative Team

The July is more than a hotel. It’s a stylish space to truly call home, where a personal touch comes standard with every stay. Whether it's a chat over coffee while co-working, a warm smile from a friendly neighbour or an insider city tip at reception, our apartment-hotels are designed to seamlessly transition between your worlds – no matter how long you stay.

Blending the personality and convenience of modern apartment living with the comfort, quality and premium services of a hotel, we offer the best of both worlds. So let us take care of the little things while you make the most of the city and do what you do best. 

After all, it’s your stay, your story.

Project information

A perfect play for every campaign need

As The July brand grows, it’s important to implement a commercial campaign strategy – and creative approach – that’s both scalable and adaptable.

This is an opportunity to differentiate from competitors, speak directly to target consumers and introduce coherent full-funnel storytelling.

To create a commercial campaign strategy and visual direction that can be applied to every level of the marketing funnel (top, middle and bottom). 

Any approach must be adaptable for all properties and allow campaigns to speak directly to specific audience segments (leisure, long-stay, corporate, neighbour).

A recognisable style that’s modular in practice.
Greater brand storytelling and USP comms.
A way to communicate with all audiences (not just leisure).
Something that differentiates in a noisy marketplace.
Direct bookings.

In order to approach campaigns as efficiently as possible, we’ll adopt a modular approach. Campaigns will be built from a creative toolkit that can be adapted depending on property, target market and campaign type or phase.

To ensure campaigns are fully optimised through A/B testing, our campaign approach will allow images, copy, icons, colours and illustrations to be interchanged in order to test which assets resonate best and which deliver results.

There’s a need to create consistency between the quality of The July’s product offering and its commercial messaging. We want campaigns to feel part of the same family and to deliver a message that aligns with the brand experience.