Collaboration with CLEAR RIVERS and the Port of Brussels
Creating newsworthy moments for The Usual:how we amplified their sustainability efforts
Step 1: Amplifying Their Sustainability Efforts
In today’s fast-paced world, brands must create moments that truly resonate — whether through media engagement, influential partnerships, or community-driven initiatives. These moments should be rooted in the brand's core story and values, rather than simply manufactured for the sake of generating buzz. We view it as both our responsibility and our passion to amplify the genuine essence of a brand, transforming it into a movement that builds momentum and sparks meaningful conversations.
A prime example of this approach is our collaboration with The Usual, a forward-thinking hospitality brand dedicated to making a positive impact. As we approached Global Sustainability Day on October 10, we partnered with The Usual to highlight their latest initiatives, framing these efforts as a celebration of their ongoing commitment to sustainability.
Step 2: The Usual Strengthens Its Commitment to Sustainability with Clear Rivers and the Port of Brussels
On October 7, 2024, The Usual took a significant step forward in its sustainability journey by expanding its partnership with CLEAR RIVERS and the Port of Brussels. In honor of the upcoming Sustainability Day, The Usual proudly announced its sponsorship of a litter trap — an innovative device designed to remove floating waste from the city’s waterways. To underscore the importance of this partnership, The Usual went beyond just sponsoring the litter trap. They committed to enhancing their sustainability efforts across multiple fronts. From October 10 until the end of the year, for every direct booking, The Usual will double its donation of clean drinking water in water-scarce regions from 100 liters to 200 liters per room per night. Additionally, they will increase their plastic collection efforts, raising their plastic recovery from 1 kg to 2 kg per direct booking. As CEO Joachim de Looij stated: “Our core belief is that hospitality should not only serve our guests but also contribute to the communities and environments in which we operate. This new collaboration reflects our ongoing commitment to that mission.”
Layer 2: Creative Partnerships Bring the Message to Life
Sustainability doesn't have to be a solo journey. To truly inspire change, it is vital to engage voices with reach and creativity. That’s why we integrated influencers into this sustainability initiative to ensure the message reached a broader audience. Local artist Carl Cash was invited to create a custom art piece inspired by The Usual’s eco-friendly values, which he unveiled on the first day of Sustainability Week. The stunning mirror and window installations served as a visual reminder of the importance of reflection—both literally and figuratively—on our environmental impact. Additionally, we enlisted Eline Reynders, Charlotte Vandaele, Elisabeth Van Lierop, and Laura Van De Woestyne, all passionate advocates for sustainability, to document the week’s activities under the campaign theme “The Usual Misconceptions.” This influencer-led series aims to spark discussions about the misconceptions surrounding sustainability in travel and hospitality, encouraging followers to take meaningful action in their own lives.
Layer 3: Bringing the Community Together
Beyond the litter trap and influencer campaigns, The Usual is integrating sustainability into the guest experience in a variety of ways. New eco-friendly water bottles will be introduced, along with a guest education system that shares simple sustainability tips during their stay. Guests will not only enjoy the comfort of The Usual’s signature Auping Revive mattresses but will also be encouraged to reduce their environmental footprint through small, thoughtful actions.
Why this moment mattered
By strategically aligning The Usual’s sustainability initiatives with Sustainability Day and amplifying their impact through media and influencers, we crafted a newsworthy moment that transcends surface-level storytelling. This initiative reflects The Usual’s genuine values, demonstrating that when sustainability is woven into the very fabric of a brand's identity, the story evolves from a mere announcement into a movement that resonates on a larger scale.
“This partnership is a perfect match for my vision, and together, we're not just telling a story—we're making an impact."
— CEO Joachim de Looij
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