Pabst Turns the Grand Traverse City Motel Into a Beer-Themed Experience
Pabst Blue Ribbon Fans everywhere will have a chance to spend a night in a PBR inspired Motel room courtesy of a new branding platform that brings the Pabst experience to life through a limited activation at the Grand Traverse Motel in the popular summer town of Traverse City, Michigan. Fans can choose to spend the night in three PBR themed rooms – Dive Bar, Arcade and Rec Room.
Each of the rooms feature carefully thought out elements that allow visitors to experience the feeling of PBR, in spaces the brand is often enjoyed including old-style game consoles, VCR movies, record player, Juke Box, Board Games, and more. The Motel is set just a short block away from the Grand Traverse West Bay, a sought out beach destination for summer vacationers.
The initiative was created by PBR’s new agency, DNA, to celebrate the ethos of the Pabst brand through a new platform “Pabst is the Place.” Our tagline “The Place” was inspired by a previous campaign run by PBR in the 80s. The idea speaks to how when drinking a PBR, fans are seemingly transported to a better state of mind—or in the case of this promotion, to a cool, one of a kind motel experience that evokes the vibe of summer vacations past and present.
“The idea speaks to that special place PBR has in your heart and mind. A place that’s indifferent to the passing of time, where the beer is cold and friendship is forever. And now, is a place you can actually visit. This one of a kind motel experience evokes the vibe of summers past and present.”
“We were looking for a campaign that embraced the classic qualities of PBR, but would be aspirational for fans both new and old. Pabst is the Place represents all the little things that make the brand what it is.” explained Rachel Keeton, Marketing Director for PBR. “The Motel becomes the Place, evoking that comfortable and timeless feeling of PBR for visitors to experience first-hand.”
Brand Partners will be vacationing at the Motel and chronicling their experiences on social media platforms. Consumers can book stays beginning August 1st through later in the month.
“When we won Pabst as a client, we knew we had to create something that would stand out in a category of brands who have huge budgets—something that would make a big impact for them,” explained Allyson Paisley, creative director at DNA. “And when we started talking about our own experiences with PBR, we all instantly went to a very nostalgic place, sharing stories that eventually led us to 'Pabst is the Place'. Pabst isn’t something you can find on a map. It’s a state of mind that is captured by where you are, who you are with and what you remember that evokes a sense of simplicity and enjoyment. It is the essence of the PBR brand.”
The motel activation is part of a larger brand campaign that includes a wide range of advertising elements including (links to be added) social media posts, digital films, outdoor advertising and programmatic ad buys. The advertising will be targeted to 17 key local markets running from July through September.
“Pabst is the Place is a big brand idea that will lend itself to other activations and events throughout the year,” said Nick Reely, VP of Marketing for PBR. “We think Traverse City is a great start to what we hope to be many more ways for our fans to fully engage with our brand.”
Consumers can book Pabst: The Place rooms directly on the Grand Traverse City motel website beginning August 1st. https://www.gtmotel.com/pbr