Matthew Miller
Jun 8, 2017

TSLA appointed for CitizenM hotels Asia launch

The agency will work alongside the brand's Amsterdam-based agency on launches in China and Taiwan.

TSLA appointed for CitizenM hotels Asia launch

Amsterdam-based hotel brand CitizenM and Artyzen Hospitality Group, the hotel management subsidiary of Shun Tak Holdings, have appointed The Secret Little Agency (TSLA) Shanghai as lead creative agency for the launch of CitizenM in China and greater Asia.

The self-described "affordable luxury" brand has announced hotels in Hongqiao, Shanghai and Beijing in China, plus Taipei and Kuala Lumpur. It also plans to open in several cities in Australia, although TSLA's remit does not extend there.

TSLA Shanghai, which opened in October last year, will work alongside CitizenM’s global brand agency, Amsterdam's KesselsKramer on the business. The remit includes integrated creative, social-media marketing and on-ground support across Asia. The first work is expected to launch this month for the opening of CitizenM’s Taipei property. TSLA’s Singapore team will provide regional support on strategy and analytics.

The account "will be a test of our abilities to grow a great brand into China and Asia" in partnership with KesselsKramer, said Krystie Koh, managing director at TSLA China.

Nicholas Ye, TSLA ECD, said the agency will be taking its "tone of voice" from KesselsKramer but will have full freedom to develop the brand in Asia.

The brand met with several agencies and chose TSLA because its teams demonstrated both the energy and the willingness to experiment that the brand needs "as disruptors in this cluttered hotel market”, Allan Yip, VP of marketing, distribution and brands at Artyzen, said in a release.

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