Pabst: The PLace
Pabst Blue Ribbon is a nostalgic brand, for some it casts your mind to “the good ol’ days” with friends, laughter and summer sunshine! To rekindle awareness for this classic brand, we leveraged nostalgia to help Pabst once again become that place in your mind where times are good, as well as a physical place that you could actually visit. Welcome to Pabst: The Place, a bookable motel experience located in scenic Traverse City, Michigan.
Pabst: The Place Case Study
In addition to an integrated digital, social and print campaign, we took over three motel rooms which we designed and built. The rooms were bookable through Grand Traverse Motel’s booking platform for an initial five week run and extended another three for a total of eight sold out weeks.
THE DIVE BAR
Walking into this room is like stepping into your local watering hole. You know the one—with the kitschy decor, a jukebox, and your favorite no-frills beer. Like getting all the nostalgia of a classic hole-in-the-wall bar, but with a king size bed. And cleaner bathrooms.
THE REC ROOM
If you’re game to cozy up with wood paneling and shag carpet, the Rec Room is your destination. Complete with board games, a foosball table, and a queen size bed masquerading as a pull-out sofa, this room will transport you back to your grandma’s basement. In a good way.
THE ARCADE
Inspired by the classic arcades of your youth, this room is for the kid at heart who is old enough to legally drink. With working games and a king size bed that doubles as a pop-a-shot machine, this room will fulfill your childhood dream of having a sleepover at the arcade.
PRESS!
Featured on:
The Tonight Show, Forbes, ADWEEK, NBC & More
+1,410,565,371 earned media reach
$13,047,729.70 (AVE) in earned media ad value
“PABST BLUE RIBBON RAISES THE NOSTALGIA BAR EVEN HIGHER WITH ITS LATEST CAMPAIGN”
“A LOT OF TIMES, BRAND PROMOTIONS SOUNDS GOOD, BUT THEN FALL FLAT IN REAL LIFE...IT EXCEEDED MY EXPECTATIONS”
“FROZEN SLICES OF AMERICANA”
“EACH OF THE ROOMS FEATURE CAREFULLY THOUGHT OUT ELEMENTS THAT ALLOW VISITORS TO EXPERIENCE THE FEELING OF PBR”
“THE MOTEL DIGS DEEP INTO NOSTALGIA WITH THREE THEMED ROOMS, TRANSPORTING ITS GUESTS BACK TO THE 1980’S”