THE PROBLEM
Hotel Jen wants travellers to #LeaveBoringBehind and get out after dark to explore the city. But how do we steer travellers away from tourist traps and to genuine local hotspots?
THE IDEA
Night Light map
Using real-time social data, we created a map of the night for showing local hangouts and hotspots in eight different Jen cities.
By identifying key hashtags that only locals were using, and filtering out tourist hashtags, we created a treasure map of interesting locations in each city.
From night hikes and noodle markets, to city views and local gigs.
THE RESULTS
The map reached 17 million people across eight markets, helping more than 40,000 people experience something new and see the city in a different light.
MY ROLE:
• Concept
• Creative Direction
• Art Direction