Valentine’s Weekend at Montcalm East
This campaign was conceived as a brand-led experiential activation for Montcalm East – a photography-inspired hotel in Shoreditch, East London. The project connected high-impact digital out-of-home advertising on Totem screens with a curated, on-site guest experience, translating brand storytelling into a tangible moment.
The Creative Concept
At the heart of the activation was an L.O.V.E.-inspired portrait experience, designed to capture natural, professional photographs in a relaxed setting. Drawing on Montcalm East’s identity as a photography-focused destination, the concept intentionally moved away from conventional Valentine’s clichés, offering a modern and inclusive alternative.
Rather than positioning the experience solely around romance, the campaign welcomed couples, friends, and family members – reframing Valentine’s weekend as a celebration of connection in all its forms.
The Experience Offering
The Valentine’s Weekend Photoshoot was presented as a ticketed experience, priced at £30 per booking (for up to two participants). Each session included:
- Professional Photography Session: A 30-minute shoot led by the hotel’s photographer-in-residence, Lily Mackintosh
- Edited Deliverables: Five professionally retouched images delivered digitally within one week
- Hospitality Touchpoint: A complimentary glass of bubbles or prosecco per guest, served either on arrival or during the session
Execution & Guest Journey
The activation ran from Friday 14th to Sunday 16th February 2025, operating across dedicated time slots to ensure a seamless guest flow.
- Session Structure: Bookings were scheduled in focused morning and afternoon blocks, allowing for a total of 10 hours of activation across the weekend
- Conversion Path: Totem DOOH placements featured a clear QR-led call-to-action, enabling immediate mobile booking via Eventbrite
- On-Site Location: All sessions took place in Montcalm East’s purpose-built photography studio at 151–157 City Road, London