content
creators in program
@helainezhao7,637 likes
@georgeinlondon1.387 likes
@jessiicabergmann601 likes
@hmdfilm_320 likes
@wellbyshania185 likes
citizenM's New Generation of Travellers
citizenM is a trendy hotel brand built for the mobile citizen, serving creative, purpose‑driven, design‑conscious travelers who move easily between work and play. With bold interiors, seamless tech, and vibrant communal spaces, the brand delivers affordable luxury across cultural capitals from Boston to Bankside.
In 2025, the brand set its sights on a broader ambition. citizenM sought more than visibility; it invited travelers to see city stays as micro‑escapes that feel as considered as they are convenient.
For travelers who plan in feed and define value on their own terms, citizenM needed to figure out how it showed up. With limited always‑on creator investment, to date the mandate was clear: scale creator marketing the smart way.
Making Design‑First Hospitality Native to the Feed
citizenM wanted to grow consideration across two regions, the U.S. and the UK, and inspire bookings with content that popped up where travelers plan. The obstacle was not awareness alone; it was showing up with culturally relevant stories at scale while protecting a distinct aesthetic and voice.
With little prior creator presence, the brand needed to select the right voices and establish organic formats that resonated. Creators had to reflect the “mobile citizen,” and the creatives had to feel human, visual, and consistent with citizenM’s design standards.
As part of this shift, citizenM set out to:
Increase organic discovery through creator travel storytelling- Support property launches with aesthetic‑forward content
- Drive awareness and engagement across U.S. and UK markets
- Reframe city stays as micro‑escapes through high‑impact storytelling
“Working with Kyra just works. They get our brand, they truly listen, and they move fast without ever sacrificing quality. ”
Head of Tactical Marketing @ citizenM
Head of Tactical Marketing @ citizenM
A Creator Program Built For Emotion and Discovery
Kyra built and ran citizenM’s always‑on program across the U.S. and the UK, activating travel‑savvy creators on site during guided trips and keeping a steady cadence with planned pulses. The U.S. push leaned into spontaneity and escapism, while London focused on purposeful short stays.
The strategy focused on emotional hospitality, not ads. Creators worked as stylists, storytellers, and urban explorers, showing why a stay matters. Stories centered on ambiance, design details, and a “travel like a local” lens that reframed city breaks as micro‑escapes.
Our platform made scale possible. Targeting and casting tools put the right voices in the right cities, and built‑in analytics guided timely adjustments so campaigns could keep improving.
Our dedicated campaigns team kept citizenM’s identity consistent across creator content. Narratives were shaped to feel warm and inclusive, bringing cohesion throughout the entire program.
“The platform keeps things streamlined and clear, which saves time on both sides and lets us focus on the fun, creative parts.”
Head of Tactical Marketing @ citizenM
Head of Tactical Marketing @ citizenM
Momentum Across Markets and a System For Scale
citizenM moved from limited creator activity to a steady, multi‑market presence that made the brand recognizable and more bookable. Our partnership supported pushes in the U.S. and the UK while keeping the design‑first aesthetic intact.
As a result, the program delivered:
- 32 assets
- 5 locations
- 3.7M impressions
- 4.2x ROI
- 92% positive sentiment
- 0.5% CTR
- 3% VCR
With Kyra, citizenM kickstarted an always-on program that scaled it into a fun, repeatable, and effective program across markets.