| Obvious URL


In 2018, realized they had a problem. Their obvious name, "" and #1 brand asset, "Captain Obvious" no longer made sense when they were trying to promote the fact that they were more than just hotels.

In order to keep our obvious tone of voice, as well as let the world know about all of our non-hotels, we did the most obvious thing we could think of – we changed our name.

Longest Instagram Story

We launched the stunt online on Instagram Stories, broken into 15 second increments in order to announce our new, obvious URL.