London Roots

When we ideated London Roots, we wanted to really bring the personality and vibrancy of each area to life. Community, locals, friends, neighbours, independent boutiques – they all contribute something different and special that really makes each of these neighbourhoods come to life in a fascinatingly unique way. When we were choosing who to work with, we wanted people who encompassed this sense of belonging that we’re striving to create as part of the overall experience at The BoTree. We want to foster a sense of community and really connect people with our ethos of Conscious Luxury. This isn’t another luxury London hotel; we want to make a positive impact and this campaign was no exception.

We sought to work with like-minded individuals who don’t take themselves too seriously and have a unique and engaging story to tell about the places they call home. The campaign has energy, style, and most importantly it gives each person a real opportunity to authentically show what these areas have to offer. Beautiful galleries in Mayfair, neon signs and eccentric locals in Soho, blooming flower stands and book-filled boutiques in Marylebone. The campaign that started as an idea in a team brainstorm really has developed into something more than just a series of videos on social, it’s brought creatives and likeminded people together and fostered that sense of connection we’re proud to bring to everything we do as The BoTree. The 3-part video series follows the lives of gallery owner Jean-David Malat in Mayfair, journalist and Soho local Kai Lutterodt, and broadcaster and Marylebone legend Jo Good.

Results:

• 1.2M reach across campaign
• 120k views
• 30% increase in ER
• 300 new followers
• 12 seconds watch time on TikTok, record-breaking and 300% above industry standard