Hilton Garden
Inn helps guests prepare for their big tomorrow with new ad campaign
Released
on = August 21, 2007, 4:33 am
Press
Release Author = Hilton
Garden Inn
Industry
= Consumer-Services
Press
Release Summary = Hilton Garden Inn, the award-winning mid-priced
hotel brand, has launched its new national multimedia advertising
campaign – entitled "Tomorrow's a Big Day"
Press
Release Body = Hilton Garden Inn, the award-winning
mid-priced hotel brand, has launched its new national multimedia
advertising campaign – entitled "Tomorrow's a
Big Day" – to communicate how the brand understands
that every day is a pivotal day for its hotel guests. Whether guests
are staying at the hotel because they have an important business
presentation or simply are in town for a fun round of golf, Hilton
Garden Inn has brought the guest to the forefront as the
focal point of the brand's marketing campaign.
"Tomorrow's
a Big Day" print executions clearly demonstrate
that Hilton
Garden Inn knows what motivates and drives its guests,"
said Jim Cone, vice president – marketing
for Hilton Garden Inn. "The photography in the
campaign puts the spotlight on people, not amenities. For example,
one print execution shows a female traveler in bed sound asleep.
The focus of the advertisement is not the bed but rather the guest.
Emphasizing people first is part of the brand's overall goal to
help travelers work smart, stay fit, eat well, and, as illustrated
in this execution, achieve a 'sleep deep' experience – showing
that whatever guests need to achieve, Hilton Garden Inn offers the
services and amenities for travelers to have everything, right where
they need it."
"Regardless
of whether a guest is traveling for a new business meeting or a
family wedding, the first night of a stay is about preparing for
the following day. Our new ad campaign shows how our hotel team
members and amenities are focused on enabling our guests to be successful
and prepare for tomorrow - their big day."
To
effectively illustrate the idea of "Tomorrow's a Big
Day," the new ad campaign shows there are many ways
Hilton Garden Inn can help prepare a guest for
the day ahead. By depicting people in everyday scenarios and getting
ready for their own unique big day, the images convey that Hilton
Garden Inn is equipped to help any traveler be productive
and have a successful stay. Unlike most hotel advertising today
where the actual hotel is featured as the main focal point, the
new Hilton Garden Inn ads put the guest –
the hotel's most important asset – at the forefront. Specific
elements of the campaign include:
-
Print Advertising. The ad campaign breaks in June and runs through
the remainder of 2007 in print titles including USA Today, INC.,
The Week, Inc., Golf for Women, Golf Digest, Fast Company, Wired
and Passport.
- Online Advertising. Recognizing that Americans are increasingly
turning to the Internet to reserve and book travel, the campaign
is being heavily supported online with media buys (June through
the remainder of 2007) on Oprah.com, ESPN.com, Forbes.com, CNET.com,
Weather.com, SportsIllustrated.com, among others.
-
Alternative Broadcast/Online. Additionally, the campaign includes:
15 video vignettes that incorporate footage of guests and how
they prepare for their big day. The multimedia and web content
was produced by Edge Interactive and Swafford & Company Advertising.
"The
campaign is designed to reach consumers who are pragmatic, thrive
on travel and want to achieve success on the road," said
Mandi Dossin, general manager and partner, DGWB Advertising
and Communications, the Orange County-based ad
agency that created the campaign. "We want the
campaign to establish an emotional connection so business travelers
(http://hiltongardeninn.hilton.com/en/gi/promotions/HGI_eadvantage_promo/index.jhtml)
know that Hilton Garden Inn is the best choice
when tomorrow's a big day."
"Tomorrow's
a Big Day" campaign was created through a
collaborative effort by Orange County, Calif. based
DGWB and Los Angeles based Swafford & Company Advertising.
About
Hilton Garden Inn:
Hilton
Garden Inn is the award-winning, mid-priced hotel brand
that continually strives to ensure today's busy travelers have everything
they need to be most productive on the road — from complimentary
wired and Wi-Fi Internet access in all guestrooms and remote printing
to the hotel's complimentary 24-hour business center to one of the
most comfortable beds you will ever experience with the Garden
Sleep System. So whether on the road for personal or
business reasons, Hilton Garden Inn offers the
amenities and services for travelers to sleep deep, stay fit, eat
well and work smart while on the road.
Web
Site = http://hiltongardeninn1.hilton.com/
Contact
Details = Hilton Garden Inn PR contact:
Agnes Sibal
Brand Communications
Hilton Hotels Corporation World Headquarters
9336 Civic Center Drive
Beverly Hills
CA 90210
USA
(310) 205-4545
enquiries@pr-sending.co.uk

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