context
Hooka Salons, a leading UK hairdressing group with nine locations, wanted to increase bookings for its holiday colour services through a bold seasonal campaign that would resonate with younger customers. Targeting 18–26-year-olds travelling to popular European destinations such as Ibiza, Magaluf and Benidorm, the creative concept Destination: Hooka was developed to capture the excitement of booking a summer holiday.
Inspired by the UK’s high street travel agencies, the campaign extended far beyond traditional advertising. Salon exteriors featured travel agency-style window displays, including manager’s specials and currency exchange boards, while customers arriving in-store were welcomed into an airport check-in inspired environment. Every touchpoint was designed to immerse customers in the campaign and reinforce the holiday theme.
From creative concept through to installation, the campaign delivered a fully integrated brand experience across advertising, social media and all nine salon locations.
focus
Campaign concept / Art direction / Marketing collateral / Environmental graphics / Point of sale / Magazine advertising / Outdoor advertising / Social media assets / Media buying / Print management / Installation management
outcomes
- Developed the creative concept for the Destination: Hooka campaign
- Delivered integrated marketing across print, outdoor, social media, and in-salon experiences
- Transformed all nine salon locations into immersive travel-themed environments
- Oversaw print production and installation across every location
- Contributed to a 34% increase in colour service bookings during the campaign
- Helped position Hooka as a creative, experience-led salon brand through a fully integrated seasonal activation
