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We went in with one big idea: Let’s invite fans on vacation with Taco Bell. A year and a half later, it turned it into a huge brand building moment that generated four media cycles and helped drive record breaking sales for that quarter.
We welcomed a couple dozen influencers and hundreds of real fans to The Bell: A Taco Bell Hotel and Resort for five days in Palm Springs in August, 2019. A true tacoasis, we reimagined everything at a traditional hotel or resort , but with a unique Taco Bell twist. Oh, and to pull it off, we had to concept, design, copywrite, code, print, fabricate, cry, sweat, lose sleep, and work closely with multiple client and agency teams to ensure we had a flawless, Taco Bell to the core experience at every touchpoint.
It became a huge pop culture phenomenon, generating billions of impressions, over 5,000 media stories, millions of conversations on social, and real sales. Ad Age called it “one of the most ambitious experiential marketing efforts we’ve ever seen”, Delish said “...the Taco Bell Hotel and Resort really was a dream vacation come to life”, Conde Naste Traveler said it was “Instagram catnip to Taco Bell fanatics”, and Shay Spence from People magazine tweeted he was “never leaving the Taco Bell Hotel.”