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In October 2023, Hotel Zed’s chief executive offer (CEO) was exploring ideas for the 10th iteration of Hotel Zed’s Valentine’s Day campaign, the Nooner. The eclectic, Victoria, British Columbia–based hotel chain had built its identity on being radically different, featuring a sex-positive brand identity and a retro-themed hotel aesthetic from the 1960s and 1970s. Moreover, the Nooner’s cheeky, risqué campaign focus had earned the hotel significant media attention over the years. But creating a new promotion highlighting a decade of success would be a tall order.<br><br>What might surprise and delight Hotel Zed’s customers, driving eyes and attention to its funky, rebellious brand? Hotel Zed’s CEO needed to work with the marketing team to quickly nail down a new promotion idea that would effectively promote the hotel and the Nooner campaign.