Sensational
Holiday Spirits
Challenge
Omni's quarterly Omni Originals F&B series needed to turn a seasonal concept — holiday cookies reinvented as craft cocktails — into a national press moment. The campaign had to feel genuinely editorial and craft-forward, not promotional, to earn the media attention the program deserved.
Beyond the press story, the creative had to work across every touchpoint: lobby posters, specialty menus, key-packet inserts for Sip & Savor package guests, collectible coasters with cocktail recipes, a recipe video for social, and a PR media kit.
Approach
As part of Omni's quarterly Omni Originals F&B series, I directed a visual system built on photography of both the specialty drinks and the treats that inspired them. Powdered sugar, pine, and red berries gave a subtle wink to the holidays while staying true to the idea of reinventing tradition.
We produced a Sugar Cookie Cocktail recipe video for social, art-directed photography to accompany press outreach, and an on-property program — lobby posters, specialty menus, Sip & Savor key-packet inserts, and collectible coasters, each printed with one of the six cocktail recipes.
Outcome
The campaign generated 437,838 social video impressions with an average time spent of 14.9 seconds — strong numbers for a food-and-beverage concept in a cluttered holiday media environment. Through media pitching and press release distribution, the program earned 197 placements for 105M total impressions, turning a seasonal on-property offering into a national press story for the Omni brand.
The collectible coasters, lobby posters, and specialty menus extended the campaign on-property — ensuring guests encountered the program at multiple touchpoints throughout their stay.
