TCO London
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Generator: Local Knowledge

We created Parallel, a home to stories of cities rarely found in general travel reportage.

Eschewing ‘desktop journalism,’ we engaged our network to create a ‘bureau’ for each destination city. Briefed tightly from our London hub, we used their insider knowledge and access to create rich authentic content like Vinyl collecting in Paris, Kino Culture in Berlin and Barcelona skaters-eye view. Content lives on Parallel and is activated via the brands social channels and Huck. 

 

Generator: Local Knowledge

 
 

— The Challenge —

Generator, the hotel and hostel chain targeting millennials, needed to drive sales through the creation and distribution of compelling content for each of their eleven European city destinations. A key objective was organic reach and search-ability, so original storytelling was essential.

— TCO Solution —

Eschewing ‘desktop journalism,’ we engaged our network to create a ‘bureau’ in 11 destinations across Europe, creating stories of cities rarely found in general travel reportage. Each month we used our correspondence insider knowledge and access to produce three films and seven original articles with photography. The content lives on Parallel, the brands editorial hub, and is also activated across the brand and Huck's social channels.

— AT A GLANCE —

  • Creation of a bespoke creative and production network across 11 European cities

  • Access to Huck talent through our creative network

  • 7 original articles with photography each month

  • 3 films produced each month

 
 

— BARCELONA —

A SKATERS EYE VIEW

— HAMBURG —

THE PERFECT CYCLING CITY

 

— LONDON —

BAM! LONDON FOOD CULTURE

— BERLIN —

KINO CULTURE

 

— AMSTERDAM —

ROLLER DERBY

— DUBLIN —

DUB IN DUBLIN

 

— AMSTERDAM —

THREE CREATIVE HOTSPOTS

— STOCKHOLM —

BEYOND IKEA - AN ABBA GUIDE

— PARIS —

VINYL HUNTING