Room Mate is a boutique hotel chain based in Spain, with locations throughout Europe, North America, and South America. With names such as Grace, Valentina, Waldorf and Carlos, the hotel aims to make guests feel like they are staying with friends, or Room Mates. Targeting young, international travelers, the affordable chain is known for its trendiness, modern design, and city-centric locations.
While better known in other parts of the world, Room Mate had little recognition among U.S. Hispanic and general market consumers. Looking to change this, the brand hired Havas FORMULATIN to develop a program that would increase brand awareness via its two key U.S. properties: Room Mate Grace in New York and Waldorf in Miami.