Graduate Hotels Unveils Global “Generation G” Brand Campaign
Celebrating the brand’s curious, adventurous guests, Generation G brings new meaning to Graduate’s motto “We Are All Students”
Nashville-based Graduate Hotels has unveiled its 2023 brand campaign, “Generation G,” the brand’s most comprehensive campaign to date. Inspired by the Graduate Hotels community, Generation G celebrates the common threads of the lifelong student experience: curiosity, adventure, and enthusiasm for life. g, welcoming people from all stages of life to experience the best of the world’s most vibrant college towns.
Graduate’s motto is ‘We Are All Students,’ a concept Generation G fully embodies. It’s the idea that no matter how young or old you are, or when you graduated college, there’s always more to discover. There’s always a new skill to learn, place to explore or dish to try. This campaign captures that spirit of undying curiosity, adventure and wonder that runs so deeply in college towns. Whether you’re about to start your freshman year, a parent dropping your kid off at school for the first time, a foodie, or an adventurer, young or old, you have a place at Graduate. Michaella Solar-March, Chief Marketing Officer at Graduate Hotels
Generation G is Graduate’s most ambitious and extensive campaign to date, marking an exciting new chapter for the brand ahead of its 10th anniversary in 2024. The Generation G campaign enables the brand to reach beyond the college market, extrapolating everything that college and university represents: being curious, investing in your personal and professional growth, striving for greatness, and collecting incredible stories along the way.
The campaign introduces members of Generation G through vignettes that explore their stories and relationships to college life and community. From exploring a college town for the first time, to returning to their alma mater for the big game, to imagining the possibilities of studying here, to seeing kids off to school, everyone can be a part of Generation G – everyone is a Graduate.
The campaign includes a film directed by Daniel Iglesias Jr and produced by Known Studios, bespoke college throwback playlists by DJ White Shadow, storytelling slams across the country with The Moth, a limited collectors’ edition Generation G zine available at each hotel, custom branded merch, and much more. As a part of the digital campaign, fans of the brand can win a years’ worth of free stays at any Graduate of their choosing by sharing their most memorable college moments using the hashtag #GenGStaysHere on Instagram (Terms & Conditions apply).
For anyone who’s ever attended college, the experience doesn't just define who you are, it occupies a special place in your heart. This campaign captures the personal connection we all have to our college years through the unique voice and aesthetic of Graduate Hotels, combining powerful nostalgia with an eclectic modern flair in a way that resonates in the most personal way with us all. Mark Feldstein, President of Known Studios
About Adventurous Journeys Capital Partners
Adventurous Journeys ("AJ") Capital Partners is a vertically integrated real estate investment manager founded in 2008 and based in Nashville, Tennessee. AJ repositions real estate to build timeless, scalable businesses and brand platforms across hospitality, mixed-use, and residential sectors. Notable brands include Graduate Hotels®, Marine & Lawn Hotels & Resorts®, and Field & Stream Lodge Co. AJ’s signature mixed-use developments encompass Wedgewood Village (18-acre adaptive reuse and mixed-use campus anchored by Soho House, Hermès, Pastis, and Live Nation's new 4,400-capacity music venue in Nashville); Belle Meade Village (mixed-use development transforming a 15.5-acre site into an iconic shopping and residential village at the gateway to Belle Meade, Tennessee); and Little River (25-acre adaptive reuse and mixed-use development in Miami’s Little River, creating an epicenter for culture, cuisine, and the arts). The firm delivers transformative real estate by applying placemaking, inspired design, and hospitality principles to spaces overlooked or undervalued by traditional investment firms. The firm’s current portfolio includes $6 billion of assets across 100+ properties and 50+ geographic markets.