Skift Travel News Blog

Nashville based Graduate Hotels has unveiled its latest brand campaign, “Generation G,” which aims to ‘celebrate the common threads of the lifelong student experience: curiosity, adventure, and enthusiasm for life.’ 

Designed to shine a spotlight on ‘Generation G’ members, the campaign introduces us to a number of individuals through vignettes that offer a glimpse into their experiences and community connections.

You can take a look at the campaign video below:

“Graduate’s motto is ‘We Are All Students,’ a concept Generation G fully embodies. It’s the idea that no matter how young or old you are, or when you graduated college, there’s always more to discover. There’s always a new skill to learn, place to explore or dish to try. This campaign captures that spirit of undying curiosity, adventure and wonder that runs so deeply in college towns,” said Michaella Solar-March, chief marketing officer at Graduate Hotels. 

“Whether you’re about to start your freshman year, a parent dropping your kid off at school for the first time, a foodie, or an adventurer, young or old, you have a place at Graduate.” 

The campaign was produced by Known Studios, with the film directed by Daniel Iglesias Jr. The wider campaign also includes a bespoke playlist curated by DJ White Shadow, storytelling slams across the country with The Moth, a limited collectors’ edition Generation G zine available at each hotel, branded merchandise, and more.

The campaign is Graduate’s most ambitious and extensive campaign to date, as the brand looks ahead to its 10th anniversary in 2024. 

Etihad Airways has released a behind-the-scenes glimpse into the filming of its skydiving orchestra.

The original video, which was created as part of the carrier’s partnership with Paramount Pictures to celebrate the premiere of Mission: Impossible – Dead Reckoning Part One, saw an orchestra fall from 13,000 feet at 120mph whilst playing the Mission Impossible theme song.

The campaign was released across Etihad Airways’ social media platforms in July, which you can take a look at below:

To complete the stunt, Etihad Airways and their advertising agency Impact BBDO had to ‘do the impossible’ – find talented musicians who are also skilled skydivers.

But following weeks of planning and preparation, custom rigging was created for each instrument to ensure the skydiving orchestra could safely play and pull their parachute when the time came, and a professional skydiving cinematographer jumped with them each time to capture it all.

Each member of the orchestra was tasked with learning their piece of music by heart, which they needed to be able to recite perfectly despite the unconventional conditions.

You can take a look at the behind-the-scenes footage from the Etihad Airways YouTube below: