Meet
Common Goal Creative
Common Goal Creative is a strategic and creative agency shaping destinations, hospitality, and luxury lifestyle brands.
We combine insight, digital innovation, and marketing precision to help cities, hotels, restaurants, and aspirational brands define their identity, reach their audiences, and create lasting impact.
We're pleased to showcase our approach, our projects, and the thoughtful strategies we deploy to elevate the brands and experiences we partner with. A glimpse into the services that set us apart: strategic creative campaigns, digital storytelling, and portfolio-level brand management that speaks to an elevated audience.
Our Story
We're born travellers, consumers of life, food, and culture; tasting, seeing, and feeling the world first-hand. This means we have a unique understanding of what resonates with hospitality and lifestyle audiences.
Common Goal Creative began in Montreal and Toronto, Canada and followed founder Liliane Ariss to Los Angeles, then Oxford and London.
With a foundation in traditional marketing and an early adoption of digital strategies, Liliane transformed CGC into a modern agency that blends strategy, creativity, and a focus on our clients' business goals.
Today, we're top-notch promoters of life’s little luxuries, shaping brands and experiences that are remembered, sought after, and celebrated.
What We Value
At CGC, we believe luxury and community exist in balance. True appreciation of life’s finer experiences comes from participating in the simple pleasures, giving back, and supporting the communities our audiences are invited to explore.
Communities are the backbone of meaningful travel, discovery, and connection; the foundation that makes luxury experiences resonate. That’s why every member of our team is actively involved in volunteering, bringing purpose and perspective to the work we do.
01
Onboarding & Alignment
We begin with a structured onboarding designed to create clarity from day one. This includes aligning on objectives, timelines, key stakeholders, and success metrics, while also gathering access to existing platforms, brand assets, and historical performance data. It sets the tone for a professional, transparent partnership.
02
Discovery & Insight
From there, we move into a deep discovery phase. We audit your current digital presence across website, social, search, and content, while also analysing competitors and the wider destination or lifestyle landscape. Just as importantly, we take time to understand your audience, commercial goals, and the nuances that make your brand distinctive.
03
Strategy Development
Insights from discovery are translated into a clear strategic direction. We define positioning, messaging pillars, target segments, and channel priorities, ensuring everything ladders back to measurable business outcomes. This stage provides a focused blueprint rather than a scattergun approach.
04
Planning & Roadmapping
With strategy agreed, we move into planning and execution. We build detailed content calendars, campaign roadmaps, and media plans, aligning creative production with key moments, seasons, and opportunities. Every element is designed to work cohesively across channels rather than in isolation.
05
Execution & Optimisation
Execution is handled with both creativity and precision. We produce and deploy content, manage campaigns, and optimise performance in real time, ensuring consistent quality and brand alignment. Our approach is proactive, not reactive, allowing us to adapt quickly to trends, data, and market shifts.
06
Reporting & Growth
Finally, we prioritise performance, reporting, and refinement. Regular reporting provides clear insight into what is working and where we can improve, while ongoing optimisation ensures sustained growth over time. We see this as a continuous cycle, evolving the strategy as your brand and market develop.