mono’s First Work for Loews Encourages Curious Travelers to Live IRL

By Patrick Coffee 

Back in November, we posted on Minneapolis indie agency mono winning AOR duties for the Loews hotel chain.

The first campaign debuted today, and its message to travelers aspires to the universal: get off your damn phone and do something already.

That copy is WORKING so hard, you guys.

But we like the wonder/wander pairing, and there’s a bigger truth here: most people do go on vacation to escape the sorts of things they would be doing at home … like obsessively updating their social media profiles. That’s what #latergram is all about, right?


And yes, there really is a basic human desire to have varied experiences, lest your life get a little too monotonous. You’re not a gifted child; not everything has to be scheduled and scripted down to the minute.

“At Loews Hotels we understand that travel is a human need,” said client CMO Oliver Bonke. “Through A Wonderful Place to Wander, we’re able to perfectly capture the curiosity of our guests and their desire to create new experiences through travel.”

The work starts running in pre-roll form on YouTube, Facebook, Instagram, etc. today. Future campaign activations will include more digital placements in addition to banner ads and local print placements. The campaign homepage includes some other elements as well.

“We are proud to introduce our first campaign as the agency of record for Loews Hotels,” said mono founder and managing partner Jim Scott. “Their unique service culture and distinctive properties offer endless storylines and we look forward to inspiring wanderlust with this new work.”

On that note, remember this video?