KIMPTON
STAY HUMAN
CREATOR COLLECTIVE
THE ASK
No two humans are the same, and no two stays should be either. Kimpton knows that.
Since opening its first location in San Francisco, the boutique luxury hotel brand has authentically baked diversity and inclusion into its DNA. They were celebrating what makes us different decades before DE&I became a business imperative.
The travel industry said it had caught up, but social media told another story. Content was broadly aspirational. Over-filtered, definitely not diverse. And seriously lacking the real moments that feel true, and unique, to all of us. For Kimpton, it just wasn’t good enough.
It was time to get real and flip the travel influencer stereotype on its head.
our RESPONSE
Our data intelligence in the U.K., U.S., Australia and Japan found that just 20% of consumers think travel brands’ social media is realistic and 85% of consumers want more inclusive content. So we brought together a diverse collective of global travel content creators to make it happen.
The Stay Human Creator Collective was Kimpton’s first-ever international campaign. At its heart was a pledge to throw away the conventional creator content brief and present a more truthful and inclusive travel reality on social media. The Collective came together for workshops, shared individual viewpoints and produced travel content showing off their real, unfiltered selves.
To bring the campaign to life in 18 international markets, Kimpton launched inclusive creator-curated “Come As You Are” travel experiences and a dedicated “Stay Human” Concierge, with bespoke local itineraries so every guest could feel at home.
the RESULTS
2.1B
Global Media Impressions
700k
