Shortlisted for Lloyd's A&B Innovation Prize, 2009
The opportunity
Journalist, playwright and general bon vivant Damian Barr came to live at Andaz Hotel for a month. While there, he provided guests with a book menu in their rooms. Guests could call reception and have Damian come to their room or meet them at the bar and read to them aloud. When the Andaz first launched in East London, it wanted to position itself as a hotel which offered a unique arts experience. Damian’s innovative residency surpassed all expectations and his unique concept whipped up a global media storm.
The impact
The Andaz Hotel’s innovative vision brought about the world’s first reader-in-residence. Andaz went on to launch hotels in New York and Los Angeles, but it was its innovative partnership with Damien Barr that put the brand on a global stage. The multimedia campaign tapped into social networking sites boosting both partners’ profile beyond expectation. Damian has become his own ‘brand’ and his bibliotherapy is now much in demand around the world. The Andaz meanwhile has gained a reputation for promoting the arts – a corporate with a cultural sensibility.
"Bringing in Damian Barr as Andaz’s reader-in-residence worked on two distinct levels for us. As publicity it was unparalleled – it led to news stories on four continents and every possible form of media. But more importantly it set us apart from other hotels and positioned us as a brand that weaves the arts into the very fabric of what we do." Simon Warrington, Andaz Hotel