Dakota

Dakota partnered with AK Experience to create a mixed reality content series supporting the launch of their new Newcastle hotel. The goal was to generate anticipation ahead of opening while introducing the hotel through a visually distinctive social-first campaign rather than traditional hospitality advertising.

We developed the campaign around Dakota’s signature golden key, transforming it into a storytelling device travelling across Newcastle before arriving at the hotel itself. The content followed the key landing at Quayside inside a Dakota-branded crate, teasing the arrival of the new destination and gradually building curiosity around what was about to open behind the doors.

The campaign was structured as a series of bite-sized mixed reality episodes designed for social rollout, combining cinematic city visuals, large-scale installations and launch storytelling to create a recognisable visual identity around the opening.