By:
Homewood Suites by Hilton
Source: http://www.sacbee.com
Category; Hotel News
Chopped All-Stars illustrating how at
Homewood Suites life on
the road can be more about life and less about the road. The campaign
was created by
Homewood Suites' agency-of-record, Publicis New York and
supported by the brand's media, online and public relations
agencies-of-record OMD, iCrossing and rbb Public Relations.
The Campaign
Targeting business travelers with
extended-stay trips and family/leisure travelers who appreciate all the
extra space and a full kitchen when on vacation, the campaign highlights
Homewood Suites' wide range of bundled amenities.
According to
Homewood Suites' global head Bill Duncan,
Homewood's most loyal guests
continue to choose the brand for their longer stays because it delivers
the comforts of home. "From the medical sales executive who relies on
his smoothie to get him through a long day of training, to the parents
of toddlers that like to recharge in the evening with an hour of
watching TV while their kids are sleeping in a separate room, our
customer research has found that guests choose us over other hotels
because at Homewood they can keep their daily routines and continue to
live their life, even while on the road," said Duncan.
The TV spots, which began March 4, will air through mid-June on Food Network aligned with the popular Chopped All-Stars series and throughout regular programming on Golf Channel and ESPN. The print campaign will run nationally in REDBOOK, Food Network Magazine and ESPN The Magazine. Online advertising will appear on FoodNetwork.com, Redbookmag.com and ESPN.com.
"The
idea of promising consumers a hotel that's just like their home isn't
really very credible. But a lot of what Homewood offers means we can
help people have an experience on the road that's closer to their
regular life. As we like to say, we make life on the road more about
life - and less about the road," noted Publicis New York's executive
vice president and creative director Jay Williams.
"Building
from our strong value proposition, the campaign keeps it simple and
lets Homewood's bundled amenities including roomy studio, one- or
two-bedroom suites, full kitchens, and outdoor grills and other
recreational spaces speak for themselves," added Duncan.
The
campaign also plays homage to Homewood Suites' free daily hot breakfast
and evening dinner with drinks,* and complimentary grocery shopping
service which allows guests to leave their food wish list for the
hotel's staff in the morning and return to a fully-stocked
refrigerator.
Bringing a Taste of Homewood to Your Home
To
deepen the significance of the paid television spots, Homewood's new
campaign features two very unique television integrated custom short
forms that will air during Food Network's Chopped All-Stars and ESPN's SportsCenter respectively, something none of the hotels in its competitive set have attempted.
"Not only does Food Network index high among current and target Homewood customers, but the Chopped All-Stars series,
where contestants are challenged to create a dish from ingredients
within a mystery basket, is akin thematically to life on the road for
Homewood's business guests. They have long assignments away from home,
often with limited per diem budgets, so have learned to be creative with
their meals utilizing the Homewood amenities at their disposal to keep
variety in their diet," explained Duncan.
Playing off of this, Homewood partnered with Food Network to create a 60 second Chopped Open Your Basket competition
short form integrating Homewood in order to showcase the brand's
in-room kitchens with full-size fridge. The vignette was filmed onsite
at a local Homewood property, using amateur chefs as competitors, and
can be seen airing within Chopped All-Stars episodes.
For ESPN and SportsCenter,
programming that also ranks high with the brand's business travel
target, Homewood created a mini-mercial that includes a quirky depiction
of a business travel guest winding down in his roomy suite with a
little snack and SportsCenter, appearing to be in work attire
during the first shot with a reveal showing the man in his boxer shorts
in the second. The mini-mercial will air during SportsCenter from now through August.
The Chopped All-Stars vignette and ESPN mini-mercial are also available for viewing on Homewood's business travel microsite www.suiteliving.com, as well as the brand's YouTube channel."With
a line-up of executions that are quirky, feel-good and even
unprecedented for our competitive set, our new campaign makes it easy
for the business traveler, leisure guest, or parent traveling with their
entire family to picture themselves being at home at Homewood Suites,"
said Duncan.
About Homewood Suites by Hilton
Launched
in 1989, the Homewood Suites by Hilton brand today has more than 300
hotels open with approximately 80 in the development pipeline. Beyond
its spacious suites and home-like amenities, additional guest features
include an on-site Suite Shop convenience store, complimentary grocery
shopping services, a complete business center, and laundry services at
most locations.
Source: http://www.sacbee.com/2012/05/01/4456327/no-place-like-homewood-suites.html
Read more here: http://www.sacbee.com/2012/05/01/4456327/no-place-like-homewood-suites.html#storylink=cpy
