citizenMag road trip: London baby!
We may ask a lot from our citizenMag contributors, but in return we certainly know how to care of them! For the grand opening of not one but two amazing new citizenM hotel locations in London, we flew, trained, and bussed in over 50 mobile citizens and partied like there was no tomorrow.
Linking a brand to a brand ambassador is a tricky one, because how do you find the perfect mix of commercial and authentic (two words you probably hate, but which need to be mentioned here), while keeping the brand voice consistent? Well, we searched high and low to find the amazing influencers who make citizenMag what it is today – a daily-updated platform of rich, inspiring and above all personal content that is a brilliant tool for the client (citizenM) and great travel guide for the consumer.
Our contributors aren’t unnamed staff writers who simply upload and share their content, they’re the ones so passionate about it that they’re willing to fly half way around the world to meet their peers. Our citizenMag road trips are what legends are made of, and events that strengthen their bond with each other, with the brand, and ultimately with the end consumer. You bet there were hundreds if not thousands of social mentions thanks to this event, and with a large group of our contributors working in the creative sector and travelling a lot themselves, we’re getting through to exactly the right people!
Shoreditch was going to be our home for the coming days and we kicked off in true citizenM style with some boozy cocktails and a catch up session with contributors from Paris, New York, Glasgow, Amsterdam, Rotterdam, and of course some London natives. “We are all one big family,” said citizenM’s global communications officer Angelica Vleeming as she welcomed our guests, and looking around at citizens hugging each other and talking about their latest adventures, nothing could be truer.
Nobody could have foreseen what would be waiting for us at the opening of citizenM Tower of London – citizenM’s impressive new flagship hotel, situated on top of Tower Hill tube station and overlooking London landmarks such as the Tower of London, the Shard and the Gherkin. After having our picture taken on the red carpet, we were offered a pill to induce lucid dreams, chill vibes, or a guaranteed all nighter. Theme of the night was the Museum of Sleep, where we were led through a series of sleep-themes rooms and ultimately up to the roof-top-bar-turned-nightclub where we danced till our high heels to take no more and the beats dried up.
The next morning, we awoke to a real treat courtesy of street artist Dale Grimshaw who was busy creating a larger-than-life mural right opposite our fab balcony overlooking Shoreditch high street – planned? maybe. Time for a bit of homework for our contributors, who scattered over Shoreditch and greater London in search of the best hotspots they could find (check out citizenMag.com for the updates).
After eating, drinking, and feasting our eyes through London, we all gathered that night for another party to celebrate the opening of our temporary home citizenM Shoreditch – contributors only this time! Seeing us all together, you may think we’re a cult, cuddling each other, laughing a bit too loudly at each other’s jokes, or discussing new business plans in hushed voices. It’s not a coincidence that most of our contributors work in the creative sector, from the fashion designer to the photographer, the artist to the entrepreneur, and brand builder to the barber. Of course great minds think alike, but we also dare to see things differently, which makes for such an eclectic mix of amazing people.
We’d like to say a huge massive thank you to everyone who participated in our citizenMag road trip, as well as a big thank you to citizenM for making this happen!
All images © Joni Israeli